Taboola has announced it will purchase the Start Division of Israel-based telecoms outfit Celltick for an undisclosed sum in what will be the fourth purchase in the content recommendation service’s history.
The deal will integrate Celltick’s Start and Start Magazine product lines into the Taboola News division in a move that aims to improve its ability to serve personalized content to mobile users following previous deals it struck with handset manufacturers ZTE and Vivo.
Celltick’s Start Division helps telecoms players serve targeted content, including ads, to their customers’ handsets and currently, according to Taboola, has a monthly audience reach of more than 25 million.
Adam Singolda, Taboola’s founder and chief executive officer, said the combination of the soon-to-be-acquired Celltick assets along with his company’s existing technology suite and publisher relationships would equip the company to evolve its offering.
“Celltick’s Start technology has been used by leading mobile carriers, and now together we can provide...
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