Observed Signal · Sep 14, 2026 · M&A - Completed · Source: Adweek · Impact: 3/5 · Sentiment: Negative
M&A Market: 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.
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 mappedTaboola
Open-web performance advertising and publisher monetisation platform.
“Connexity, a commerce platform owned by Taboola....”
Connexity
Retail performance marketing for shoppers, retailers and commerce publishers.
“Connexity acquired Howl's creator business to supplement its own creator affiliate operation, called ShopYourLikes....”
Howl
Creator commerce platform for affiliate links, storefronts and brand deals.
“Howl, which powers affiliate businesses by connecting content creators to retailers, quietly sold the creator division of its business to Co...”
Ontology Mapping & Concepts
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