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Taboola acquires Celltick unit to expand mobile news monetization

Taboola, a New York-based digital content platform, has entered an agreement to buy the Start Division of Celltick, which will expand the platform to a larger number of mobile operators and allow millions of new cell phone users to access news and other information, according to a company release.

Taboola, which is currently integrated with ZTE and vivo mobile devices, will expand Taboola News to support Tier 1 mobile operators, device-makers and app developers. The Taboola news stream will enable new mobile revenue streams for OEM's and device-makers through personalized content recommendations.

"Through the combination of our strategic premium publisher partnerships globally, our data and deep learning technology, we are able to provide users with a highly personalized content experience that can enrich their lives," Taboola founder and CEO Adam Singola said in the release.

Taboola has relationships with major news and content sites that include CNBC, NBC News, USA Today, BILD, Huffington Post, Microsoft and others.

The deal is expected to close at the end of this month.