Skimbit
Skimbit is a company.
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Leadership Team
Key people at Skimbit.
Frequently Asked Questions
Who founded Skimbit?
Skimbit was founded by Alicia Navarro (CEO & Founder).
Skimbit is a company.
Key people at Skimbit.
Skimbit was founded by Alicia Navarro (CEO & Founder).
Key people at Skimbit.
# Skimbit: High-Level Overview
Skimbit, now operating as Skimlinks, is a commerce monetization platform that helps publishers automatically generate affiliate product links and earn revenue from commerce-related content[1][5]. The company transforms editorial and user-generated content into a revenue stream by intelligently linking product references to online retailers, allowing publishers to capture a share of sales they drive[1][5].
Skimlinks serves a broad publisher base, including 23 out of 25 of the world's largest publishers, alongside thousands of smaller publishers and shopping platforms[5]. The platform operates as a one-stop solution providing both the technology and data analytics needed for publishers to build, grow, and scale commerce strategies across multiple channels—content pages, social media, newsletters, and services[5].
# Origin Story
Skimlinks emerged from a strategic pivot in 2007 when Australian co-founders Alicia Navarro and Joe Stepniewski recognized an untapped opportunity in their existing business[1]. Navarro had created Skimbit.com in 2006 in Australia, a social shopping service that gained traction, but relocated to London seeking a more supportive entrepreneurial environment[1]. By November 2008, Stepniewski joined as co-founder, and together they realized that while users and investors weren't interested in their consumer-facing product, they were deeply interested in the behind-the-scenes affiliate marketing technology powering it[1].
This insight led to the company's transformation into a standalone commercial platform. The company released its first product, SkimLinks, in 2008—a tool that automatically affiliates existing unaffiliated links on publisher sites by adding tracking tags[1]. In 2010, they launched SkimWords, leveraging natural language processing to automatically identify product references and brand names, linking them to relevant retailers[1]. By 2014, Skimlinks was driving $625 million in sales for over 20,000 vendors[1].
# Core Differentiators
# Role in the Broader Tech Landscape
Skimlinks operates at the intersection of content monetization and affiliate marketing, two trends that have become increasingly critical as publishers face pressure to diversify revenue beyond advertising. The rise of e-commerce and the shift toward performance-based marketing have created demand for platforms that can seamlessly connect editorial content to product sales.
The company's success reflects a broader ecosystem shift: as publishers recognize that their audiences actively seek product recommendations and shopping content, the ability to monetize that intent—while maintaining editorial integrity—has become a competitive advantage. Skimlinks' acquisition by Taboola in 2021 signals the strategic importance of commerce monetization within the broader content and recommendation technology landscape[5].
# Quick Take & Future Outlook
Skimlinks has matured into a foundational infrastructure layer for publisher monetization. As of 2023, the company reported £31.68 million in turnover with 79 employees, demonstrating sustainable growth[4]. The platform's integration within Taboola's ecosystem positions it to benefit from cross-selling opportunities and expanded distribution capabilities.
Looking ahead, Skimlinks' trajectory will likely be shaped by several forces: the continued growth of e-commerce, publishers' need for diversified revenue streams, and the evolution of privacy regulations. The company's emphasis on privacy-compliant monetization—increasingly important as third-party cookies phase out—positions it well for the next era of digital publishing. As shopping becomes more embedded in content experiences, Skimlinks' ability to seamlessly connect editorial intent with commercial opportunity will remain central to its value proposition.
Skimbit was founded by Alicia Navarro (CEO & Founder).
