Premium discovery platform Outbrain has announced the acquisition of Zemanta, a Slovenian-founded start-up headquartered in New York City whose DSP product is being used by dozens of agencies as their platform of choice for programmatic native advertising solutions.

Using Zemanta’s One Native DSP, marketers and agencies have a unique opportunity to access the largest native supply opportunities in the world, spanning dozens of programmatic native networks and including large marketplaces like Yahoo, Facebook and Outbrain.

This acquisition will allow Zemanta to grow its current business, serving existing brands, agencies, and marketers while continuing to expand globally.

Zemanta’s native demand-side platform will continue to operate as a standalone product after the acquisition.

Outbrain CEO Yaron Galai said: “Digital marketing has grown on the strength of two important trends: efficiency gains from programmatic buying and the effectiveness that comes with native advertising.

“Marketers no longer have to sacrifice one in favor of the other. By pairing Outbrain’s global network with Zemanta’s platform, marketers benefit from scale, brand safety, and user engagement all together in one offering.”

Ayal Steiner, managing director of Outbrain Asia Pacific, added: “With APAC advertisers increasingly investing in native, this acquisition opens up a new world of opportunities for targeted native campaigns in the region.

“As part of the Outbrain Partner Network, and amongst the first to utilize Outbrain’s API, Zemanta has always been committed to bringing native advertising to scale with programmatic.

“It’s always been about creating a true win-win for advertisers and publishers, and we’re glad Zemanta’s platform is one we can count on to perform.”

Zemanta CEO Todd Sawicki said: “We are incredibly excited to be joining the world’s leading native advertising company, Outbrain. 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.

“Now under the umbrella of Outbrain, we will continue to grow the Zemanta One Native DSP and build upon the industry leading features that have made our DSP the best-in-class platform for programmatic native buyers.”