Taboola Targets Ecommerce and Affiliate With $ 800 Million Deal for Connexity
Additionally, the two companies can cross-sell and up-sell, Singolda said.
Taboola plans to get publishers to embrace Connexity by saying it will work hand-in-hand on a commercial content strategy and a revenue diversification plan.
“I think every digital publisher will have a commercial section on the site,” Singolda said. The addition of Connexity will place Taboola in the emerging business sections of publishers, integrating its technology just as Taboola has been integrated into web content pages.
Taboola and Connexity also need to consolidate as walled gardens increasingly control web monetization, and there is less data available to third-party tech companies outside of those walled gardens.
Last year, Connexity shut down its Hitwise web analytics business because it could no longer obtain cross-site tracking data. Also last year, Amazon removed third-party affiliate providers from its commission program, so Skimlinks, the affiliate network acquired by Connexity, no longer receives a reduction in the traffic it sends to Amazon (that is, that is, it no longer sends traffic to Amazon.).
“Amazon has millions of merchants, but the merchants primarily have Amazon,” Singolda said.
If walled gardens build their bridges, it is up to independent ad technology and e-commerce companies operating on the open web to build a stronger, consolidated network that encompasses users, publishers and marketers in order to compete.
“Virtually all brands will continue to have a storefront with Amazon,” he said. “We need to bring these e-commerce capabilities to the open web. “