Zemanta, a developer of the world’s leading dedicated programmatic demand side platform (DSP), was bought by the US company Outbrain this summer.
Zemanta offers solutions for so-called native digital content marketing – with native hearing meaning that the marketing automatically matches the form and function of the platform upon which it appears. The company was founded in 2007 and has 30 employees in its offices in Ljubljana, New York, San Francisco and Seattle. Outbrain is the leading global native advertising agency. “The best native DSP is joining the best discovery, to carry online advertising into a new era without interruptive ads, and a business model that works for the publishers rather than against them,” wrote Zemanta’s founder Boštjan Špetič in his blog after the sale of the company. Outbrain said that Zemanta’s native DSP will continue to operate as a standalone product after the acquisition, with R&D remaining in Slovenia.
