Outbrain to acquire Ligatus, and become a major player in native
Outbrain has recently announced an agreement to acquire Ligatus. This acquisition should be finalized by the end of the second quarter of 2019.
Gruner + Jahr, owner of Ligatus, becomes a minority shareholder of Outbrain.
As a result of this move, Outbrain will integrate all of Ligatus' assets into its own offer. By assimilating to its network the publishers currently working with Ligatus, Outbrain will strengthen its positions in Europe, a market where Ligatus is much better established. The company will have more than 1,400 additional premium publishers among its partners.
Both entities have a partnership with major Belgian and international publishers that allows them to have a dedicated location on these sites. With contextual targeting on large media sites, Ligatus and Outbrain native ads allow advertisers to drive their awareness and performance campaigns across all platforms.
This acquisition means that Ligatus will use Outbrain technology. That could be an issue as Ligatus uses a technology that has proven itself for a majority of our campaigns across all sectors. Even if it will not change much in the commercial teams, this merger decreases the number of players on the market: as it reduces competition, it will potentially affect prices and terms of negotiations.