Publishers see short-term opportunity from Outbrain’s acquisition of Teads

In 2024, publishers look for revenue opportunities anywhere they can and two of the most prominent vendors for incremental ad revenue — Outbrain and Teads — announced last week that the former was acquiring the latter in a $1 billion deal.

While unexpected at first, two publishers said in the days following the announcement that they will likely stand to benefit, at least in the short term, from two rather different businesses merging into a one-stop-shop for full-funnel ad sales. Additionally, whereas Outbrain’s clients are more performance-oriented, Teads primarily brings brand advertisers into the mix, according to Jessica Studholme, evp of sales and revenue operations at BDG, which has been a Teads client for years.

While BDG has never worked with Outbrain — using its own proprietary technology for content recommendation on its site — “it would be silly for us not to entertain how [Outbrain] could grow our bottom line revenue,” Studholme said, which is why she’ll “never say never” to working with the Outbrain-side of the newly combined business.

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