Martech: Martech is Marketing Logo
  • Topics
    Transformation
    Operations
    Data
    Experience
    Performance
    Management
    Special Reports
    All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech
    Mission
    Team
    Newsletter
    Search Engine Land
    Third Door Media

Processing...Please wait.

MarTech » Marketing Operations » Outbrain acquires UI optimizer AdNgin to provide personalized, interest-based recommendations

Outbrain acquires UI optimizer AdNgin to provide personalized, interest-based recommendations

This the sixth in a string of acquisitions the company says will enhance the reader experience.

Robin Kurzer on June 6, 2018 at 10:08 am

Content discovery platform Outbrain announced Tuesday that it has purchased AdNgin, a user interface (UI) optimization company specializing in personalized, interest-based recommendations.

The purchase marks the sixth acquisition for the 12-year-old company, in addition to several strategic partnerships that it says will enhance the reader experience. The company previously acquired Surphace, Scribit, Visual Revenue, Revee and Zemanta.

Outbrain says that the combined personalization technologies should drive higher RPMs for publishers, higher CTRs for marketers and a better overall experience for readers.

Asaf Porat, Outbrain’s head of global operations, said, “AdNgin removes the guesswork of digital advertising, allowing us to automate the optimization of our reader experience.”

The formal announcement was made after a six-month pilot with consistent double-digital lifts in CTR, the company says.

“Joining forces with a native powerhouse like Outbrain, which organically outperforms the competition using interest-based recommendations, couldn’t be a more perfect digital advertising match,” Amnon Lahav, AdNgin’s co-founder, said. “This is an incredibly exciting start to a high-converting content adventure, both for us, and the end consumers.”

Asaf Porat, head of global operations, said:

We are always looking for new ways to keep readers happy — whether it’s discovering relevant content or improving the overall look and feel of our recommendations. With AdNgin’s new technology, we can automate design changes without any work from our premium publishers. Super easy for publishers, better experience for readers — win-win.

As we noted in an article covering Outbrain’s acquisition of Zemanta in July 2017, Outbrain competitors Taboola and RevContent have also been on an acquisition path. In July 2016, Taboola acquired outstream video service ConvertMedia, and in January 2017, the company bought site personalization and optimization platform Commerce Sciences. In February 2017, RevContent acquired content recommendation engine Rover.


New on MarTech

    Webinar: Overcome third-party data challenges for CX success

    Public wants to know where brands stand on issues, surveys show

    Why event technology is critical to marketing success

    HubSpot expands App Accelerator program internationally

    The power and limitations of universal IDs

About The Author

Robin Kurzer
Robin Kurzer started her career as a daily newspaper reporter in Milford, Connecticut. She then made her mark on the advertising and marketing world in Chicago at agencies such as Tribal DDB and Razorfish, creating award-winning work for many major brands. For the past seven years, she’s worked as a freelance writer and communications professional across a variety of business sectors.

Related Topics

Marketing OperationsPerformance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS

June 7, 2022: Master Classes

September 28-29, 2022: Fall

Start Discovering Now: Spring

Learn More About Our MarTech Events

June 14-15, 2022: SMX Advanced (virtual)

November 14-15, 2022: SMX Next (virtual)

March 8-9, 2022: Master Classes (virtual)

Learn More About Our SMX Events

Webinars

Take a Crawl, Walk, Run Approach to Multi-Channel ABM

Content Comes First: Transform Your Operations With DAM

Dominate Your Competition with Google Auction Insights and Search Intelligence

See More Webinars

Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

Enterprise Sales Enablement Platforms: A Marketer’s Guide

Enterprise Digital Experience Platforms: A Marketer’s Guide

Enterprise Call Analytics Platforms: A Marketer’s Guide

See More Intelligence Reports

White Papers

Reputation Management For Healthcare Organizations

Unlock the App Marketing Potential of QR Codes

Realising the power of virtual events for demand generation

The Progressive Marketer’s Ultimate Events Strategy 2022 Worksheet

CMO Guide: How to Plan Smart and Pivot Fast

See More Whitepapers

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.