Observed Signal · Sep 14, 2026 · M&A - Completed · Source: Adweek · Impact: 3/5 · Sentiment: Negative
Howl Sells Creator Business to Taboola's Connexity
Howl, a commerce platform connecting content creators to retailers, has quietly sold its creator business division to Connexity, a commerce platform owned by Taboola. The sale took place in August, and financial details were not disclosed. Howl has faced accusations of late payments to publishers and creators, with some publishers still owed money. Connexity has reportedly paid off balances owed to creators and aims to fix payment issues. Howl is reassessing its strategy and plans to continue operating in the commerce space, exploring AI-native commerce opportunities.
The sale highlights consolidation in affiliate commerce and payment reliability issues, impacting publishers and creators.
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Key Takeaways & Evidence Grounding
- Howl sold its creator business to Connexity, a Taboola-owned commerce platform, in August.
- Financial terms of the sale were not disclosed.
- Howl has faced accusations of late payments to publishers and creators, with some publishers still owed money.
- Connexity has reportedly paid off balances owed to creators.
- Howl plans to continue operating in the commerce space and explore AI-native commerce.
Connected Companies & Entities
3 Entities mapped“Howl, which powers affiliate businesses by connecting content creators to retailers, quietly sold the creator division of its business to Co...”
“Connexity, a commerce platform owned by Taboola.”
“Connexity acquired Howl's creator business to supplement its own creator affiliate operation, called ShopYourLikes.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
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