Taboola adds Commerce Sciences as part of its evolution ‘from widget to platform’
The acquisition of the personalization/optimization service is intended to help publishers segment their sites for types of users, as e-commerce sites do.
Taboola content recommendations at the bottom of a publisher’s web page
Content recommendation service Taboola has announced that it has purchased site personalization and optimization platform Commerce Sciences and will make its capabilities available for free to Taboola’s customers.
Backers of the optimization service, which was launched in 2012 by ex-Israeli Intelligence alumni, include Alphabet/Google Chairman CEO Eric Schmidt’s Innovation, Endeavors. Commerce Sciences will discontinue its current freestanding offering, and its employees, based in Tel Aviv, will move to Taboola’s offices in that city. Deal terms were not made public.
Taboola founder/CEO Adam Singolda told me that this acquisition in the third step in the evolution of his company from “a widget to a platform,” so that it can offer site improvement tools to publishers in the “open web” — that is, outside of the giants, Google and Facebook.
The previous two steps, he said, were the inclusion in the Taboola dashboard of a Newsroom editorial service that supports A/B testing of headlines and thumbnail images, and native ad server Taboola Native.
[Read the full article on Marketing Land.]
About The Author
Gartner’s first Magic Quadrant report on ad tech scans the multi-channel giants
Google ushers in the Age of Conversational Ads with the launch of AdLingo
InMobi becomes Sprint’s exclusive in-app, CTV ad platform by buying the telco’s ad firm
A new era of personalization: The hyperconnected customer experience