Publisher adtech startups Taboola and Outbrain merge to take on Google and Facebook

The two companies, both founded out of Israel but headquartered in New York, describe the deal as a merger, but the combined entity will be called Taboola, with Taboola’s founder Adam Singolda securing the CEO slot. Further, Taboola is paying Outbrain investors $250 million in cash plus a 30% share of the combined companies. The merger is creating a company that will be valued at $2 billion, making the transaction value of this deal $850 million.