Taboola world leading platform in offering recommendations for the open web, active in advising and directing users to discover content of interest to them, has announced that it has entered into a definitive agreement for the acquisition of Gravity R&Da leader in personalization technology based on data science. Yusp, the core product of Gravity R&D, is used by major players in the retail, e-commerce and digital media sectors to provide customized offers to customers, in order to promote sales, increase average order volume, build customer loyalty and create experiences more positive for users. Yusp’s technology is built on proprietary algorithms that focus on deep learning for personalization – combining contextual and first-party data from brands to create content recommendations for shoppers.
Thing from Graviti R&D, and the Netflix Award
Gravity R&D was formed in 2007 by experts in algorithms, deep learning and data science. Its founders, who are still part of the company today, ranked first in the Netflix Award, a public competition to find a team to improve the content recommendation technology of Netflix. Gravity R&D has clients in over 20 countries and currently manages more than 35 billion content recommendations per month for leaders in the retail, e-commerce and digital media sectors, including N11, Kaunet, GoShop, La Vanguardia and Deutsche Telekom Hungary.
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In light of this upcoming acquisition, Taboola will create and invest in a new R&D hub at Gravity R&D headquarters in Hungary. The acquisition is part of Taboola’s stated goal of investing 100 million dollars a year in research and development.
More sophisticated content recommendations
“Our investments in technology, both for the team and for the products, are what Taboola continues to have a strategic advantage for,” he said. Adam Singolda, CEO and Founder of Taboola. “The entry of Gravity R&D into our family means that Taboola increases its ability to formulate more sophisticated content recommendations and to do much more in areas such as dynamic creative optimization and personalization, to achieve better results for advertisers, in particularly those operating in the retail and e-commerce sectors. With a highly skilled team that has spent years perfecting this technology, there was no company better suited to help us succeed in this area. “
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“The competitive battleground for retail, e-commerce and connected TV customers continues to revolve around user experience and personalization,” said Domonkos Tikk, CEO of Gravity R&D. “We have spent the past 12 years developing the technology to make life easier for brands and by partnering with Taboola we are thrilled to be able to introduce it to a huge new customer base.”
The private transaction, terms of which were not disclosed, is subject to customary conditions and is expected to close in the second quarter of 2022.