Content discovery and marketing platform Outbrain has acquired Zemanta, an omnichannel programmatic native demand side platform for media agencies. The price paid remains undisclosed.

Outbrain will introduce Zemanta’s technology to its Outbrain Programmatic Access service (OPA), enabling new budgets from its programmatic partners and brands and agencies to flow into its network.

“Digital marketing has grown on the strength of two important trends — efficiency gains from programmatic buying, and the effectiveness that comes with native advertising,” said Yaron Galai, Outbrain CEO. “Marketers no longer have to sacrifice one in favour of the other. By pairing Outbrain’s global network with Zemanta’s platform, marketers will be able to deliver scale, brand safety, and user engagement in one offering.”

Zemanta will continue to operate independently, working to improve its One Native DSP by using Outbrain’s interest graph, and further developing its algorithms.

“Together, we have the resources and scale to show the world how native advertising will truly be the foundation of the next phase of online advertising,” said Todd Sawicki, CEO of Zemanta. “Now under the umbrella of Outbrain, we will continue to be able to grow the Zemanta One Native DSP as we expand both our network of over 30 programmatic native exchange partners globally.”