In addition, the two companies can cross-sell and sell-in to each other, Singolda said.
Taboola plans to get publishers to embrace Connexity by saying it will work in tandem with its commercial content strategy and revenue diversification planning.
“I think every digital publisher will have a commercial division on the site,” Sengolda said. The addition of Connexity will position Taboola in the emerging commerce divisions of publishers, incorporating its technology just as Taboola is built into web content pages.
Taboola and Connexity also need to standardize because walled parks are controlling more and more monetization from the web, and there is less data available to third-party tech companies outside of those walled parks.
Last year, Connexity shut down its Hitwise web analytics business, because it could no longer get tracking data across sites. Also last year, Amazon removed third-party sellers from its affiliate program, so Skimlinks, the affiliate network acquired by Connexity, no longer gets a portion of the traffic it sends to Amazon (i.e. it now no longer sends traffic to Amazon.).
“Amazon has millions of merchants, but merchants basically have Amazon,” Singulda said.
If Walled Gardens raise their bridges, it is up to ad tech companies and independent e-commerce companies working across the open web to build a stronger, unified network that spans users, publishers, and merchants in order to compete.
“Virtually every brand will continue to have a storefront with Amazon,” he said. “We need to bring this e-commerce potential to the open web.”