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Taboola, a content recommendation service, has purchased programmatic ad tech startup Perfect Market for an undisclosed amount, the company announced today.

Taboola’s primary business is in providing a content recommendation platform that appears on various publisher sites. It recommends content relevant for each organization’s audience while also running a marketplace where marketers and brands can bid to distribute their own content alongside those recommendations. The goal is to get more people consuming a particular piece of content without making it feel intrusive.

With the Perfect Market acquisition, Taboola said it will now be able to combine its content recommendation business with a programmatic offering that will ultimately increase the bottom line for publishers. It’ll also allow Taboola to roll out a new, more comprehensive product called Taboola-X.

“Early on, we identified a need by publishers for a consolidated solution, including both native placements in-feed and programmatic,” said Taboola CEO and founder Adam Singolda in a statement. “Perfect Market has put together an impressive team [and has] created superior programmatic technology, and together, we’ve teamed up to provide publishers with innovative solutions to help streamline all content and revenue efforts.”

Taboola said it expects to reach an annual run rate of $250 million in the wake of this acquisition, (which means it will generate that much in revenue for the year). That’s a pretty significant increase, considering that Taboola claimed to be at a $100 million run rate back in November 2013.

Founded in 2007, the New York-based startup has raised $40 million in funding to date from Marker, Evergreen Venture Partners, Pitango VC, and others. Taboola competes with similar content recommendation services like Outbrain, Disqus, and nRelate.

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