Zemanta

Leading self-serve native advertising DSP, operating as Outbrain's programmatic solution

Zemanta is a native advertising technology platform that provides a demand-side platform (DSP) for programmatic native advertising. Founded in 2007, the company initially started as a content recommendation engine before pivoting to focus on native advertising technology. Zemanta's platform enables advertisers, agencies, and trading desks to programmatically buy native ad placements across premium publishers and native ad exchanges, offering sophisticated targeting, optimization, and reporting capabilities. In 2017, Zemanta was acquired by Outbrain, one of the leading content discovery platforms, for approximately $100 million. Following the acquisition, Zemanta continues to operate as Outbrain's self-serve DSP solution, maintaining its distinct brand and platform while being integrated into Outbrain's broader advertising ecosystem. The platform serves performance marketers and brand advertisers looking to scale native advertising campaigns across open web inventory. Zemanta operates within the native advertising segment of the programmatic advertising industry, providing access to premium publisher inventory through integrations with major supply-side platforms and native ad exchanges. The platform is particularly valued for its transparency, control, and performance optimization capabilities in the native advertising space, serving as a complementary offering to Outbrain's managed service content discovery platform.