The article discusses Howl, a commerce platform that connects content creators to retailers, which sold its creator division to Connexity, a platform owned by Taboola, in August. Details about the financial terms weren’t disclosed, but the amount was not significant enough for Taboola to require public disclosure.
Howl has faced ongoing issues with late payments to its publishing partners and creators, with some payments delayed for up to eight months. After the sale, Connexity pledged to resolve these payment issues and has since cleared outstanding balances owed to creators.
Connexity plans to integrate Howl’s creator business with its own affiliate operation, ShopYourLikes, while Howl is re-strategizing its focus within the commerce space. The founder, Li Haslett Chen, expressed intentions to explore opportunities related to AI-native commerce moving forward.
