In 2014, Taboola acquired a California-based programmatic advertising company called Perfect Market.[13] In February 2015, Taboola raised $117 million in a Series E funding round.[14] In May of that year, Taboola announced an additional funding from Baidu for an undisclosed amount.[15] In July 2016, Taboola acquired ConvertMedia, a recommendation engine for video content.[16] Terms of the deal were not disclosed.[16] In January 2017, Taboola acquired a website personalization firm called Commerce Sciences, for an undisclosed sum.[17] Commerce Sciences' technology may re-work a website's layout, based on whether a user is more likely to click on a banner ad, newsletter, or video.[17]