As supply-chain optimization efforts sweep the marketing space, more companies are looking to work with fewer, larger partners. By merging, Outbrain and Teads can consolidate their offerings, eliminate a swath of redundancies and strengthen their value proposition to partners. 

Other adtech firms could still follow suit, combining their offerings in a bid to remain relevant in a leaner marketing ecosystem. Supply-side platform 33Across is pursuing a sale, ADWEEK has reported, and video vendors Connatix and JW Player are holding merger talks.