Headwaters MB advised Perfect Market, a Pasadena, CA-based leading provider of digital publishing software solutions for driving traffic, engagement and revenue, on its acquisition by Taboola, a New York, NY-based leading content discovery platform.

By combining Perfect Market’s programmatic advertising technology with Taboola’s global, industry-leading content distribution and monetization capabilities, Taboola will create a world-class content discovery platform that provides publishers with a “one-stop-shop” for full page monetization across all platforms. The new programmatic offering will be called “Taboola-X,” and will enhance Taboola’s existing paid-content offering. Taboola’s expected annualized run-rate post-acquisition will reach approximately $250M.

“Early on, we identified a need by publishers for a consolidated solution, including both native placements in-feed and programmatic. Perfect Market has put together an impressive team as well as created superior programmatic technology, and together, we’ve teamed up to provide publishers with innovative solutions to help streamline all content and revenue efforts,” said Adam Singolda, founder and CEO of Taboola. “With Taboola-X and the introduction of full page monetization opportunities, publishers will be able to drive even stronger monetization results across all platforms with Taboola, and drive an exciting ROI back to content and journalism.”

The acquisition supports Taboola and Perfect Market’s shared mission to help publishers engage consumers as well as generate revenue. The combined solution will provide publishers with the ability to monetize IAB (Interactive Advertising Bureau) standard size ad units on their websites by delivering the right sponsored message to users in real-time.

Magna Global projects that U.S. programmatic ad spending will reach $9.8 billion this year. Globally, Display is projected to grow to $51.8 billion with overall Internet advertising spend reaching $121 billion. The Perfect Market transaction, Taboola’s first acquisition, will help to accelerate programmatic native advertising growth overall in the market.

“It’s no secret that Taboola delivers amazing revenue for their publishers, all while providing top-notch customer service,” said Julie Schoenfeld, CEO at Perfect Market. “We’re honored to be working with a company that is growing at warp speed and we’re excited to join forces with Taboola to help even more publishers in the market by expanding our product offerings to mid-market publishers for the first time.”

Headwaters MB acted as exclusive financial advisor to Perfect Market, Inc. in the transaction. Terms of the transactions were not disclosed.