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Taboola, Inc.
FounderAdam Singolda
Number of locations
Key people
Adam Singolda, CEO
ProductsTaboola Feed, Taboola Newsroom
Revenue>$1 billion (2018)[1]
Number of employees
1,000+ (2018)[2]

Taboola is a public advertising company headquartered in New York City. It is mostly known for their online thumbnail grid ads.[3] The company was founded in 2007. It provides advertisements such as "Around the Web" and "Recommended For You" boxes at the bottom of many online news articles.


Taboola was founded in 2007[4] by Adam Singolda.[5] The company was founded in Israel[6] and initially provided a recommendation engine for video content.[4] The company headquarters were later moved to New York City.[7] Taboola raised $1.5 million in funding in November 2007.[8] This was followed by $4.5 million in November 2008, and $9 million in August 2011.[9] Additionally, Taboola raised $15 million in February 2013.[10] By 2019, Taboola was used to provide 450 billion recommendations on a monthly basis,[11] due to adoption by major news websites, like the IBM-owned The Weather Company.[12]

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]

In October 2019, Taboola announced its intention to merge with its rival, Outbrain, subject to regulatory approval.[18] If implemented, the deal would have combined the internet's two largest content-recommendation companies. The aim of this merger was for the two companies to reach a bigger audience in order to be more competitive against the advertising activities of companies like Google and Facebook.[19] Under the terms of the deal, Taboola would have paid Outbrain shareholders 30 percent of the combined company's stock and $250 million in cash.[20]

The sharp downturn in advertising revenue caused by the coronavirus pandemic in 2020 brought Taboola and Outbrain back to the negotiating table. Both companies stated their ad rates dropped by double digits at the start of the pandemic. The Wall Street Journal reported that the drop in revenue made it harder for Taboola and Outbrain to continue to make their fixed payments to publishers. In September 2020, Taboola and Outbrain could not agree on revised terms and decided to continue as independent organizations. Taboola CEO Adam Singolda said the merger "failed because of the financial contribution of Outbrain" in the previous 12 months. Singolda also said Outbrain "tried to do a deal that was equity only (but less equity), or equity and cash (but less cash) that matched Outbrain's financial contribution to Taboola."[21] The combined valuation of the called off merger would have been $2 billion.[22]

On 30 June 2021, Taboola began publicly trading on the Nasdaq at a valuation of around $2.6 billion following a merger with special purpose acquisition company ION Acquisition Corp.[23][24] On 23 July 2021, Taboola announced it was acquiring Connexity, a marketing technology company that operates an retail- and e-commerce-focused advertising network, for $800M from Symphony Technology Group. According to the announcement, the company would become Taboola's e-commerce arm following the completion of the acquisition.[25]

Corporate affairs


Taboola is managed by CEO and Founder Adam Singolda. Other key executives are:[26]

  • Eldad Maniv, President, COO
  • Stephen Walker, CFO
  • Lior Golan, CTO

Products / business model

Taboola's Facebook-like scrollable feed

Taboola creates the "Around The Web" and "Recommended For You" boxes at the bottom of many webpages.[15] Additionally, it can recommend relevant content, including video content.[27] Taboola is used by content publishers to encourage users to view more articles on the same site, or to gain revenues for referral traffic.[28] Marketers and brands bid for views of their content.[29] Then, an algorithm displays the advertiser's content to certain website users based on the content the user is viewing, the content's length and metadata, the user's history, and other factors.[8] Taboola also has tools for publishers to remove offensive content and vet ads before they are displayed.[30]

Taboola provides approximately 450 billion article recommendations each month.[11] It is implemented on a website with a line of JavaScript.[8] The Taboola Choice feature, which was introduced in 2013, added the ability for users to filter out recommendations they do not want to see.[31] An API for mobile apps was added that December.[32] Taboola started working on extending more features to mobile devices, user-generated content, and apps in 2015.[15] In 2017, the company added a Facebook-like scrollable feed of links to articles and videos.[33][34]


An article in Fortune said much of the content recommended by Taboola is "the worst of the Web."[5] Recommended articles include things like "The World's Cutest Cat Pictures All On One Site" and "Top 15 Celebrities You Didn't Know are Black."[35] According to Fortune, "Popular content isn't always good content."[36] In May of 2013, Taboola founder Singolda said the ads help support a sustainable business model for journalism and the company vets ads before they are displayed.[37] In 2016, Taboola was criticized for running an ad called "Meet the Women Making Rape Jokes That Are Actually Funny" alongside an article about teenage rape.[38]

Critics argue that services like Taboola are used for clickbait or fake news.[39] An analysis conducted by ChangeAdvertising in September 2016 found 26 percent of sponsored links on services like Outbrain and Taboola were clickbait.[35] The Taboola widget appeared on a fake news story claiming Muslim nurses were refusing to wash their hands before surgery at hospitals in the United Kingdom.[40] A company spokesperson said Taboola attempts to balance promoting free speech by allowing articles promoting unpopular views, with the need to screen for fake news or other misleading websites.[41]

In May 2014, the Better Business Bureau's (BBB) National Advertising Division (NAD) requested that Taboola make it clearer that its recommended links are sponsored by advertisers following a complaint by rival company Congoo. The NAD said it recommended the changes, citing the Federal Trade Commission (FTC) due to concerns that Taboola's "sponsored content" disclosures "were not sufficiently clear and conspicuous, or easy to notice read and understand."[36]

In the following years, to tackle the brand safety issue for marketers, Taboola has made a series of investments: it has employed more than 40 people to monitor 30+ languages - committed to reviewing more than 1 million pieces of content on a monthly basis to ensure brand safety - and established partnerships with IAB, Moat, TAG, Integral Ad Science, and Double Verify to address the issue.[42][43]

See also

  • Chum box, type of advert often used by Taboola


  1. ^ Joe Mandese (March 7, 2018). "Taboola Project's 1 billion".
  2. ^ blogtaboola (2 January 2019). "2018 Year in Review and Our Future with Mobile Operators, Riding Apps, Airports, Voice & Autonomous Cars". Retrieved 2019.
  3. ^ Hsu, Tiffany; de la Merced, Michael. "Taboola, Purveyor of Clickbait Ads, Will Go Public". New York Times. Retrieved 2021.
  4. ^ a b Lawler, Ryan. "Taboola Raises $15M More to Fund International Expansion". TechCrunch. Retrieved 2017.
  5. ^ a b "Taboola and Outbrain are battling a bad reputation (and each other)". Fortune. August 18, 2014. Archived from the original on August 22, 2014. Retrieved 2017.
  6. ^ "Taboola and Outbrain Said to be Discussing a Merger". Fortune. April 28, 2017. Retrieved 2017.
  7. ^ Carthy, Roi (August 25, 2010). "Taboola Turbo Charges Revision3's Video Uplift by 90%". TechCrunch. Retrieved 2017.
  8. ^ a b c Deleon, Nicholas (November 14, 2007). "Taboola Lands $1.5 Million, Powers Video Discovery". TechCrunch. Retrieved 2017.
  9. ^ Kincaid, Jason (August 25, 2011). "Taboola Raises $9 Million To Power Video Recommendations Across The Web". TechCrunch. Retrieved 2014.
  10. ^ Wauters, Robin (2013-02-19). "Content Recommendation Specialist Taboola Raises $15 Million". The Next Web. Retrieved .
  11. ^ a b Wauters, Robin. "why Taboola". Taboola Help Centre. Retrieved .
  13. ^ Griffith, Erin (April 8, 2014). "Taboola acquires Perfect Market, expands into programmatic ads". Fortune. Retrieved 2016.
  14. ^ Griffith, Erin (February 4, 2015). "Taboola raises $117 million". Fortune. Retrieved 2017.
  15. ^ a b c Catherine, Shu (May 18, 2015). "Baidu, China's Leading Search Engine, Makes Strategic Investment In Content Recommendation Platform Taboola". TechCrunch. Retrieved 2015.
  16. ^ a b Lunden, Ingrid (July 26, 2016). "Taboola steps up in video, buys ConvertMedia for shy of $100M". TechCrunch. Retrieved 2016.
  17. ^ a b Marshall, Jack (January 4, 2017). "Taboola Acquires Website Personalization Specialist Commerce Sciences". The Wall Street Journal. Retrieved 2017.
  18. ^ "Taboola and Outbrain Are One". Taboola Press Release. 2019-10-03. Retrieved .
  19. ^ Lunden, Ingrid. "Publisher adtech startups Taboola and Outbrain merge in $850M deal to take on Google and Facebook". TechCrunch. Retrieved .
  20. ^ Maidenberg, Patience Haggin and Micah (2019-10-03). "Digital Ad Companies Taboola and Outbrain to Merge". Wall Street Journal. ISSN 0099-9660. Retrieved .
  21. ^ Haggin, Patience (2020-09-13). "How the Tie-Up of Clickbait Giants Taboola and Outbrain Unraveled". Wall Street Journal. ISSN 0099-9660. Retrieved .
  22. ^ Hsu, Tiffany (2019-10-04). "You Will Be Shocked by This Article". The New York Times. ISSN 0362-4331. Retrieved .
  23. ^ Solomon, Shoshanna (2021-06-29). "Taboola heads to Nasdaq as SPAC merger gets green light". Times of Israel. Retrieved .
  24. ^ Zerachovitz, Omri (2021-06-29). "Israel's Taboola heads to NASDAQ with $2.6b valuation after merger approved". Haaretz. Retrieved .
  25. ^ "After going public via a SPAC, Taboola acquires e-commerce marketing network Connexity for $800M". TechCrunch. Retrieved .
  26. ^ "Management". Retrieved .
  27. ^ Lawler, Ryan (January 18, 2013). "After Growing Revenue 750% In 2012 And Conquering Video, Taboola Goes After Article Recommendations". TechCrunch. Retrieved 2014.
  28. ^ Richards, Katie. "Website Recommendation Company Taboola Says It's On Pace To Do $250 Million In Revenue". Business Insider. Retrieved 2016.
  29. ^ Grant, Rebecca (February 19, 2013). "Taboola spices up video advertising with $15M". VentureBeat. Retrieved 2017.
  30. ^ Maheshwari, Sapna; Herrman, John (October 30, 2016). "Publishers Are Rethinking Those 'Around the Web' Ads". The New York Times. Retrieved 2017.
  31. ^ Lawler, Ryan. "Taboola Now Lets You Filter Out Content Recommendations That You Don't Want To See". TechCrunch. Retrieved 2016.
  32. ^ Lawler, Ryan (December 19, 2013). "Taboola Launches An API To Bring Its Content Recommendations To Native Mobile Apps". TechCrunch. Retrieved 2014.
  33. ^ Lunden, Ingrid (May 23, 2017). "Taboola intros Facebook-style 'news feed' to target mobile users with more links". TechCrunch. Retrieved 2017.
  34. ^ Cerullo, Megan (May 24, 2017). "Daily News partners with Taboola to add endless scroll to website". NY Daily News. Retrieved 2017.
  35. ^ a b Temperton, James (May 12, 2017). "We need to talk about the internet's fake ads problem". WIRED UK. Retrieved 2017.
  36. ^ a b Davis, Wendy (May 20, 2014). "Better Business Bureau Tells Taboola To Make 'Sponsored Content' Disclosures More Prominent". Media Post. Retrieved 2014.
  37. ^ Marshall, Jack (May 16, 2013). "Content Marketing's Got a Quality Problem". Digiday. Retrieved 2014.
  38. ^ Maheshwari, Sapna; Herrman, John (2016-10-30). "Publishers Are Rethinking Those 'Around the Web' Ads". The New York Times. ISSN 0362-4331. Retrieved .
  39. ^ "Taboola and Outbrain Said to be Discussing a Merger". Fortune. April 28, 2017. Retrieved 2017.
  40. ^ Moses, Lucia (November 28, 2016). "'The underbelly of the internet': How content ad networks fund fake news". Retrieved 2017.
  41. ^ Elkin, Tobi. "Taboola Takes On Fake News Furor". MediaPost. Retrieved 2017.
  42. ^ "Challenging Walled Gardens: Q&A with Adam Singolda, CEO, Taboola". ExchangeWire. 2018-07-17. Retrieved .
  43. ^ "Who are Top Advertisers and Publishers on Taboola?". Anstrex. Retrieved .

External links

  This article uses material from the Wikipedia page available here. It is released under the Creative Commons Attribution-Share-Alike License 3.0.



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