Taboola makes $800m e-commerce play in bid to take on Amazon
Taboola has acquired e-commerce media platform Connexity for $800 million, in a deal it hopes will create a viable alternative to walled gardens. Working to connect merchants with publishers, Taboola is creating a distributed, contextually powered e-commerce marketplace that doesn't need third-party cookies.
What you need to know:
- Recommendation engine Taboola has acquired e-commerce tech platform Connexity for US$800 million.
- Connexity works with publishers like News Corp Australia and merchants like eBay to use contextual signals to place products alongside editorial content.
- Taboola is attempting to become an “alternative to walled gardens” via reach of its13,000 direct advertisers, 9,000 digital property partners. It claims 500 million daily active users.
- "Amazon has millions of merchants, but merchants mainly have Amazon. That changes today." – CEO Adam Singolda.
Recommendation platform Taboola has acquired e-commerce company Connexity for US$800 million.
Connexity connects merchants and publishers to push e-commerce sales via sites including those owned by News Corp Australia, Condé Nast, DotDash, Hearst, and Vox Media. Merchants using the platform include Walmart, Wayfair, Skechers, Macy’s and eBay.
Taboola said the deal means it can offer more recommendation products to global audiences on the open web, without using third-party cookies.
“The rise of social commerce proves the value of commerce alongside content, and with Connexity, Taboola is primed to bring this value to the open web,” per Taboola founder and CEO Adam Singolda.
“E-commerce is the future of the open web, consumers will be buying outside of Amazon, on publishers’ sites next to trusted editorial content a lot more than they are today. Amazon has millions of merchants, but merchants mainly have Amazon. That changes today.
“Combining Taboola and Connexity’s technologies is one step forward in creating an alternative to walled gardens.”
Here are some stats: Almost three quarters of Aussies engage with brand content every week – 90 per cent in the 18 to 24-year-old range. A massive 84 per cent of consumers took some form of action – buy, share, follow or save. Of those, the most common action at 34 per cent was purchasing the product. Those are the findings of News Corp Australia’s recent research into the power that brand marketing has, released at its Decoded event. Big money follows the good brand and content marketing, and those that crack this code can cash in.
The butterfly effect: Five ways digital out of home trumps static – and why smart marketers use DOOH for more than awareness building
If static out of home was the caterpillar, digital is the butterfly. It’s better in just about every way, QMS’ Chief Strategy Officer Christian Zavecz writes. Through five research-backed elements – impact, precision, cut-through, amplification and accountability – DOOH is flipping misconceptions about the channel on their head.
The marketing and advertising sector is alienating a quarter of Aussies by primarily showing traditional – mum, dad and two children – families, new research shared by Nine shows. One in four people feel their family is poorly represented, and even though single parents make up 10 per cent of our population, only 12 per cent of the public recognise one adult and a child as a family. What brands should focus on is honesty, realism and rawness, Nine’s Toby Boon says.