LJUBLJANA/NEW YORK – Zemanta, one of the first and most successful adtech start-ups in Slovenia, was taken over by the global content discovery giant – the Outbrain platform. Though the details of the purchase agreement have not yet been disclosed, Zemanta promises to continue providing independent web services. Hacktivists Boštjan Špetič and Andraž Tori founded Zemanta start-up ten years ago. Since then, it has transformed into a leading developer of programmatic native advertising solutions. Andraž Tori explains their product as a user-friendly advertising solution, which displays ads in those spots where a new content is expected. Therefore, users continue reading desired content without being interrupted by annoying advertising banners as it usually happens with ordinary digital ads. The Slovenian start-up initiated its cooperation with the New York-based content discovery platform Outbrain in 2016 forming the grounds for the takeover procedure. The co-founder of Outbrain Ori Lahav says that the Zemanta team is easy to get along with and, which is more important, is hungry for success. Therefore, Zemanta has all chances to become the first development centre of Outbrain located outside of Israel.