Outbrain ventures into programmatic native ads

Content distributor acquires demand-side platform Zemanta.

Content-distribution platform Outbrain has acquired Slovenia-based demand-side platform Zemanta, which had already been an Outbrain DSP partner since last year.

Speaking to Campaign Asia-Pacific, Ayal Steiner, Outbrain's managing director for APAC said the acquisition was a result of demand from trading desks and agencies for Outbrain to connect programmatically. Outbrain also launched programmatic access with AppsNexus in May.

A lot of trading desks are making their first steps into native,...

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