https://techcrunch.com/2019/10/03/taboola-outbrain/

Some consolidation is afoot in the world of advertising. Taboola and Outbrain, rivals that both operate advertising-based content recommendation engines for publishers — which typically appear in the form of boxes at the bottom of articles online that feature a mix of stories from the publications themselves, plus ads and sponsored content from other sites — are forming a single company.

The aim: to bulk up to a customer list that will now number 20,000 online properties to compete better against the likes of Facebook and Google, online advertising giants that present the biggest competitive threat to both adtech startups and the publishers who are Taboola and Outbrain’s customers.