Taboola Inc.

Overview

Taboola operates in the native advertising, content recommendation, and performance advertising categories. Its platform, powered by machine learning, is used by digital properties—including websites, mobile apps, and OEM devices—to drive monetization and user engagement [1]. The company connects advertisers with audiences through recommendation widgets embedded on publisher pages, primarily in below-article placements [3]. In February 2025, Taboola launched Realize, a performance advertising platform positioned to serve advertisers beyond traditional native ad formats, including display, video, and app placements across its publisher network [10]. The company also operates an e-commerce recommendations business following its 2021 acquisition of Connexity. Approximately 18,000 advertisers use Taboola to reach nearly 600 million daily active users [4], and the company lists publisher partners including CNBC, BBC, NBC News, Business Insider, The Independent, Yahoo, and Samsung [4][5].

History

Taboola.com Ltd. was incorporated on September 3, 2006, in Israel, and Adam Singolda launched its AI-driven recommendation engine in 2007 [6]. The company initially focused on video content recommendations before expanding to text-based articles and slideshows by 2010 [1]. Early funding included $1.5 million in November 2007, $4.5 million in November 2008, and $9 million in August 2011 [1]. A $117 million Series E followed in February 2015 [1]. In August 2014, Taboola acquired programmatic advertising firm Perfect Market, and in 2021 it completed its acquisition of Connexity, an e-commerce media platform, for approximately $800 million in cash and stock [8][9]. Taboola went public on June 30, 2021, via a SPAC merger with ION Acquisition Corp. 1 Ltd., trading on Nasdaq under the ticker TBLA [7]. In October 2019, Taboola and rival Outbrain announced a merger, but the deal was terminated in September 2020 amid disagreements over revised terms during the COVID-19 downturn and regulatory scrutiny from the UK's Competition and Markets Authority [11][12]. In November 2022, Taboola and Yahoo announced a 30-year exclusive commercial agreement for Taboola to power native advertising across all Yahoo digital properties; Yahoo received approximately 24.99% equity in Taboola as part of the transaction, which closed January 17, 2023 [13][14].

Market Position

Taboola operates in the native advertising and open-web performance advertising categories. As of December 31, 2024, the company reported approximately 2,000 employees and full-year 2024 revenues of $1.77 billion, up 23% from 2023 [15][16]. For full-year 2025, Taboola reported revenues of approximately $1.9 billion [17]. Yahoo and Microsoft are noted in Taboola's 2024 Annual Report as its two largest publisher partners [5]. The 30-year Yahoo deal, which went live in October 2023, was described by CEO Adam Singolda as adding roughly $1 billion to Taboola's annual top line [18]. Notable publisher partners include NBC News, CNBC, BBC, Business Insider, and OEMs such as Samsung and Xiaomi [4][5]. E-commerce merchant customers include Walmart, Macy's, Wayfair, Skechers, and eBay [4]. In Q3 2024, Taboola was chosen as winner for 'Best Native Advertising Platform' at the Digiday Technology Awards [19].

Competition

PitchBook identifies Taboola's primary competitors as including Outbrain, Integral Ad Science, PubMatic, Magnite, and Digital Turbine, among approximately 45 competitors in total [20]. Outbrain, also founded in Israel and similarly structured as a content recommendation network, has historically been Taboola's closest direct rival; the two companies compete for publisher contracts, and publishers have historically switched between the two platforms at contract renewal [21]. The UK Competition and Markets Authority found in 2020 that Taboola and Outbrain together held a combined market share of over 80% in the UK content recommendation market, which contributed to the regulator's concerns about their proposed merger [22]. Outbrain subsequently merged with Teads in a transaction that closed in February 2025 and now operates under the Teads brand [23]. Taboola's Realize platform positions the company as competing for performance advertising budgets against search and social media platforms, with the company also citing The Trade Desk and programmatic DSPs as part of the broader competitive set [10]. MGID and Revcontent are cited as smaller native advertising competitors [23].

Sources

1. Taboola — Wikipedia, 2026-08-06
2. Taboola 2026 Company Profile: Stock Performance & Earnings — PitchBook
3. Taboola Annual Reports — AnnualReports.com
4. 2024 Annual Report (Form 10-K) — Taboola Investor Relations (SEC Filing), 2025-02-26
5. Taboola Reports Strong Fourth Quarter & Full Year 2025 Financial Results — Taboola Investor Relations, 2026-02-25
6. Taboola.com, Ltd.: history, ownership, mission, how it works & makes money — DCF Analysis, 2026-04-20
7. Taboola is going public via SPAC — TechCrunch, 2021-01-25
8. After going public via a SPAC, Taboola acquires e-commerce marketing network Connexity for $800M — TechCrunch, 2021-07-23
9. Taboola Completes Acquisition of Connexity — Taboola Investor Relations, 2021-09-01
10. Taboola Expands Beyond Native Ads with Realize — Taboola Investor Relations, 2025-02-26
11. Content suggestion platforms Taboola and Outbrain cancel merger — Press Gazette, 2020-09-09
12. Taboola and Outbrain face CMA competition authority probe over merger — Press Gazette, 2020-06-26
13. Yahoo and Taboola Enter 30-Year Commercial Agreement — Taboola, 2022-11-28
14. Yahoo gets 25% stake in Taboola as part of long-term advertising deal — TechCrunch, 2022-11-28
15. Taboola.com (TBLA) Number of Employees — Stock Analysis
16. Taboola.com Full Year 2024 Earnings: EPS Misses Expectations — Yahoo Finance / Simply Wall St, 2025-02-27
17. Taboola Reports Strong Fourth Quarter & Full Year 2025 Financial Results — Taboola Investor Relations, 2026-02-25
18. Taboola says 30-year Yahoo deal, now live, will increase revenues by $1B annually — Axios, 2023-10-04
19. Taboola Reports Strong Q3 2024 — Taboola Investor Relations, 2024-11-07
20. Taboola 2026 Company Profile — PitchBook
21. Why the Taboola-Outbrain deal fell apart and what it means for publishers — Digiday, 2020-09-11
22. Digital advertising merger to be abandoned during CMA investigation — UK Government / CMA, 2020-09-14
23. Native Advertising for Lead Generation: Taboola, Outbrain, MGID, and Revcontent CPL Benchmarks — LeadGen Economy, 2026-04-27