Zemanta

A specialized native and programmatic DSP operating within the Outbrain ecosystem, positioned as an independent open-web buying platform for agencies and trading desks

Zemanta is a programmatic advertising platform specializing in native advertising and content amplification, acquired by Outbrain in July 2017 and now operating under the Teads brand (Outbrain completed its merger with Teads in February 2025 and rebranded the combined corporate entity to Teads Holding Co. on June 10, 2025). The platform provides a demand-side platform (DSP) that allows advertisers, agencies, and trading desks to plan, execute, and optimize programmatic campaigns across native, display, video, and social channels through a single unified interface. Zemanta's technology aggregates inventory from dozens of native and programmatic supply sources, giving buyers broad reach with centralized campaign management and reporting. Founded in 2007 in Ljubljana, Slovenia, Zemanta originally launched as a content recommendation and blogging tool before pivoting to focus on programmatic native advertising. The company built a reputation for its sophisticated audience targeting, cross-channel campaign optimization, and transparent reporting capabilities. Its DSP became particularly valued by performance-focused advertisers seeking to scale native advertising campaigns efficiently across multiple supply-side platforms simultaneously. After being acquired by Outbrain, Zemanta continues to operate as a distinct brand and platform within the Outbrain ecosystem, serving independent agencies, trading desks, and brand advertisers who require open-web programmatic buying capabilities beyond Outbrain's own native network. The platform remains a meaningful tool in the programmatic native advertising space, complementing Outbrain's publisher-side network with a robust buy-side solution.