More consolidation in adtech as Outbrain buys Zemanta to build out programmatic native

Outbrain has today (July 25) announced the purchase of Zemanta, a demand-side platform (DSP) specializing in native ad formats as the content-sharing network seeks to build out a full-stack offering, just weeks after it confirmed a round of lay-offs.
Financial details of the transaction were not publicly disclosed, but a release announcing the deal claimed that Zemanta’s One Native DSP will continue to operate as a standalone product after the acquisition, with its new status within the Ou