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CMA's Decision: Taboola.com Ltd's Acquisition Of Outbrain Inc. - Merger Control And Competition Analysis.pdf

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Preview of CMA's Decision: Taboola.com Ltd's Acquisition of Outbrain Inc. - Merger Control and Competition Analysis
🔗 Source: assets.publishing.service.gov.uk
📊 Size: 789 KB
👤 Author: Competition and Markets Authority
⬇️ Downloads: 35

Summary

- Acquisition: Taboola.com Ltd (Taboola) agreed to acquire Outbrain Inc. (Outbrain), creating a significant player in digital advertising, particularly content recommendation services.

- Business Scope: Both companies offer digital advertising services, including content recommendation platforms for publishers and outstream video advertising. They also provide other native advertising formats like 'in-feed' and 'in-content'.

- Competition Analysis:

- Product Scope: The Competition and Markets Authority (CMA) defined the product scope differently for publishers and advertisers. For publishers, it focused on content recommendation, outstream video, and other native advertising. For advertisers, a broader scope including all non-search display advertising formats was considered due to potential switching behavior by advertisers.

- Geographic Scope: The CMA noted that both platforms benefit when partnering with UK publishers targeting UK audiences, indicating a UK-centric geographic focus.

- Market Share: The CMA estimated Taboola and Outbrain's combined market share in the relevant product categories to be between 80-90% with an increment of 30-40%.

- Conclusion: The CMA assessed the impact of the merger, considering the two-sided nature of these platforms. They found that while some competition concerns arose, they were not substantial enough to warrant blocking or restructuring the acquisition.

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Description

Taboola.com Ltd agreed to acquire Outbrain Inc., creating a merged entity dominant in digital advertising and content recommendation services, potentially leading to reduced competition in the UK market. The CMA's decision analyzed this merger under Section 33(1) of the Enterprise Act 2002.

Technical Information

  • File Format: PDF
  • File Size: 789 KB
  • Pages: 88
  • Language: EN
  • Author: Competition and Markets Authority
  • Total Downloads: 35
  • Last Updated: 4 weeks ago

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