Taboola

What Taboola does

Taboola is a publicly traded (NASDAQ: TBLA) AI-powered content discovery and performance advertising platform founded in 2007 and headquartered in New York, with primary engineering and product operations in Tel Aviv. The company operates a two-sided marketplace connecting tens of thousands of advertisers with approximately 600 million daily active users across a network of premium digital publishers. Its core monetization comes from performance/outcome-based advertising fees paid by marketers seeking measurable conversions beyond the search and social walled gardens of Google and Meta.

The product portfolio centers on the Realize performance advertising platform, which supports native, display, carousel, vertical, motion, and app-promotion formats and uses Taboola's proprietary intent graph and 17-year publisher data corpus to optimize targeting. Realize+, launched in April 2026, layers an agentic AI system on top of Realize to automate budget allocation and ad creative generation. DeeperDive, a generative AI answer engine deployed on publisher properties (HuffPost UK, USA Today, Nexstar, Reach, Ouest-France, Ynet, El Nacional, Wikitree and others), serves more than 7 million monthly active users and was opened as a monetization engine for third-party AI companies in June 2026. The Acquired brands Connexity and Skimlinks contribute commerce and affiliate monetization respectively, and Gravity R&D (2022) supplies recommendation technology.

Commercially, Taboola uses a hybrid go-to-market: an enterprise field-sales team serving major brand advertisers and the holding companies WPP, Dentsu, IPG, and Havas, alongside a self-serve platform at signup.realize.com for SMB and mid-market advertisers. Revenue was approximately $2 billion in FY2025 (Q1 2026: $466.4M, up 9.1% YoY), with full-year 2026 guidance raised to $2.0-$2.06 billion, ~30% EBITDA margins, and free cash flow of $90.3M in 2025, more than doubling year-over-year. Distribution is global, with owned offices in New York, London, Dublin, Bangkok, São Paulo, Shanghai, and Tel Aviv, and operating presence across North America, EMEA, APAC, and Latin America. Certification coverage includes ISO 27001 and ISO 27701, GDPR and CCPA compliance, and participation in NAI, IAB Europe TCF, and DAA self-regulatory frameworks.

Name

Taboola

Legal name

Taboola, Inc.

Website

https://taboola.com

Company type

Public

Founded year

2007

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Taboola (NASDAQ: TBLA) is a public AI-powered performance advertising and content discovery platform that connects advertisers with approximately 600 million daily active users across premium digital publishers. Its Realize platform and DeeperDive generative AI engine serve performance marketers, brand advertisers, publishers, and third-party AI companies seeking outcomes beyond Google and Meta.

Ownership category

akta.pro rank

Product category

Digital Advertising Technology

NAICS

Advertising Agencies (541810), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621), Media Buying Agencies (541830), Media Buying Agencies (54183)

SIC

Services-Advertising (7310), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Feed Management & Shopping Ads (PLA/Product Ads) (MPAAACAL)

akta.pro secondary industries

Media & Content Personalization (News, Video, Music, Podcasts) (HDAAAGAB), Topic/Interest-Based Content Discovery Apps (MPACAKAB), Shopping/Deal & Affiliate Content Aggregators (MPACAKAK)

Keywords

• Performance advertising platform
• Content discovery
• Native advertising
• Publisher monetization
• Programmatic ad tech

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices8 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Performance Advertising: Taboola generates revenue primarily through advertising fees, matching advertisers with publisher audiences. The platform serves tens of thousands of advertisers and reaches approximately 600 million daily active users through publisher and manufacturer relationships. Revenue is driven by performance-based metrics including conversions, clicks, and engagement actions.

Pricing tiers

Distribution channels3 records

Marketing channels7 records

Core offering

Taboola operates an AI-powered performance advertising platform that connects advertisers with audiences across a network of premium publisher sites reaching approximately 600 million daily active users. The Realize platform offers specialized Performance AI, first-party audience data, and diverse ad formats (native, display, carousel, vertical, motion, app promotion) optimized for measurable outcomes such as conversions, leads, purchases, and engagement. The company also provides DeeperDive, a generative AI answer engine that serves publisher audiences and has been extended to third-party AI companies as a monetization engine.

Product overview

Taboola operates as a content discovery and performance advertising platform with a multi-product portfolio. The core Realize platform enables advertisers to achieve measurable outcomes beyond search and social through diverse inventory, specialized Performance AI powered by 17 years of unique publisher data, and unique first-party data from powering publisher editorial and ad units. The platform supports multiple ad formats including native, display, carousel, vertical, motion, and app promotion. Realize+ extends the platform with an agentic AI system for automated campaign decisions and ad generation. DeeperDive serves as the company's generative AI answer engine for publishers, generating conversational AI answers to user questions and driving engagement with nearly 7 million monthly active users. The DeeperDive monetization engine has been opened to third-party AI companies. Supporting tools include Abby (AI ad assistant), GenAI Ad Maker (generative ad creation), and Creative Shop (creative solutions). The company also operates Connexity (product comparison) and Skimlinks (affiliate commerce) as separate business lines following acquisitions.

Differentiator

Problem solved

Functional benefit

Brands

• Realize: Performance advertising platform that enables marketers to drive conversions and actions beyond search and social.
• DeeperDive
• Taboola News
• Connexity
• Skimlinks

Products and services

• Realize Taboola's core performance advertising platform enabling marketers to achieve measurable outcomes beyond search and social. Offers diverse inventory across premium publishers, specialized Performance AI, first-party audience data, and supports native, display, carousel, vertical, motion, and app promotion ad formats.
• Realize+ Agentic AI system for the Realize performance marketing platform that automates campaign decisions, optimizes budget allocation via a Decision Engine with Budget Allocator, and includes an Element Generator for ad creation. Integrates with Claude Skills for conversational campaign management.
• DeeperDive Taboola's generative AI answer engine that allows users to ask questions and receive AI-powered answers sourced from publisher content. Generates tens of millions of AI answers monthly for nearly 7 million users across major publishers in six languages.
• DeeperDive Monetization Engine for AI Companies Monetization engine opened to generative AI companies including conversational AI platforms, chatbots, and virtual assistants. Enables AI companies to turn user queries into advertising revenue by inserting high-intent ads into AI-generated responses.
• Abby AI-powered advertising assistant that helps advertisers with campaign management and optimization through natural language interactions.

Quantifiable outcome

• 679% Average ROAS for eCommerce brands (About You)
• +9 more outcomes

Named customers21 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability10 records

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• WikitreecoreTechnology or Integration · 1 July 2026Wikitree selected Taboola's DeeperDive generative AI answer engine for deployment on its publisher website. The technology enables readers to ask questions and receive instant, AI-powered answers sourced from the publisher's trusted content, with the goal of increasing readership, engagement, and additional revenue streams.
• ReflectizminorGTM or Marketing Partner · 30 June 2026Joint webinar partnership titled 'Securing Third-Party Marketing in the AI Era' scheduled for July 8, 2026. The webinar addresses security risks from third-party marketing scripts and how AI-driven ad tech expands client-side attack surfaces. Both companies provide speakers presenting a framework for inventorying and governing web supply chains.
• NVIDIAcoreTechnology or Integration · 16 June 2026DeeperDive AI answer engine is powered by NVIDIA accelerated computing infrastructure, providing the computational foundation for real-time AI-generated content and advertising at scale.
• ReachcoreTechnology or Integration · 1 May 2026Early publisher partner to adopt Taboola's DeeperDive AI toolbar, designed to help publishers retain users on their sites amid declining traffic from zero-click search.
• USA Today Co.coreTechnology or Integration · 1 May 2026Early publisher partner to adopt Taboola's DeeperDive AI toolbar to help retain users on their sites amid declining traffic from zero-click search.
• PayPalcoreTechnology or Integration · 27 April 2026Taboola is an inaugural ad tech partner for PayPal Ads ID, a new advertising identifier leveraging verified commerce data from over 400 million PayPal and Venmo accounts and 25 billion transactions. The integration provides deterministic identity signals for advertisers, improving cross-device matching and closed-loop attribution across Taboola's commerce, open web, CTV, and native environments.
• CricbuzzcoreStrategic or Co-development Partner · 22 April 2026Three-year exclusive partnership with Cricbuzz, a cricket-focused digital platform generating over 567 million monthly page views globally. Taboola powers personalized content recommendations to enhance user engagement and unlock new monetization opportunities. The partnership strengthens engagement signals including session depth and content interaction while enabling scalable, performance-driven monetization for Cricbuzz.
• HuffPost UKcoreTechnology or Integration · 14 April 2026HuffPost UK selected Taboola's DeeperDive AI answer engine for deployment on its publisher website. The partnership aims to increase readership, engagement, and open additional revenue streams. DeeperDive enables readers to ask questions and receive AI-generated answers sourced from HuffPost UK's own journalism, with contextual links to related articles.
• Ouest-FrancecoreTechnology or Integration · 8 April 2026Publisher partnership for DeeperDive global expansion, supporting six languages. Ouest-France is integrating Taboola's AI answer engine to provide readers with AI-generated answers sourced from the publisher's content.
• El NacionalcoreTechnology or Integration · 8 April 2026Publisher partnership for DeeperDive global expansion. El Nacional is deploying Taboola's AI answer engine to enhance reader engagement with AI-generated answers from the publisher's trusted content.
• YnetcoreTechnology or Integration · 8 April 2026Publisher partnership for DeeperDive global expansion. Ynet is integrating Taboola's generative AI answer engine to provide readers with instant AI-powered answers from the publisher's content library.
• Nexstar Media GroupcoreTechnology or Integration · 25 March 2026Nexstar Media Group adopted Taboola's DeeperDive generative AI answer engine to engage audiences directly on its digital properties and generate revenue through contextual advertising. The company is deploying AI tools across its newsrooms to automate high-volume tasks while implementing bot protection and focusing on E-E-A-T principles.

Scale indicators14 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Outbrain: Outbrain is Taboola's closest direct competitor, both being content discovery and native advertising platforms that monetize publisher inventory through recommendation widgets. They compete for the same premium publisher relationships and advertiser budgets on the open web.
• Magnite: Magnite is the largest independent sell-side platform (SSP) for CTV and online video, comparable to Taboola in operating the monetization infrastructure for publisher inventory. Both serve premium publishers and compete in the broader ad tech stack for programmatic dollars.
• PubMatic: PubMatic is an independent SSP that provides header bidding and programmatic monetization infrastructure to publishers, directly comparable to Taboola's publisher-side monetization business. Both compete for premium publisher relationships and digital ad budgets.
• Criteo: Criteo is a performance ad tech company specializing in retargeting and commerce media, with comparable advertiser outcomes focus and similar mid-single-digit ex-TAC growth profile. Both target performance marketers seeking measurable results on the open web.
• The Trade Desk: The Trade Desk is a leading independent demand-side platform for programmatic advertising, competing with Taboola for performance-driven advertiser budgets across CTV, open web, and native inventory. Both platforms emphasize AI-driven optimization and outcome-based pricing.

Broad incumbents

• AppLovin: AppLovin is a much larger performance advertising platform and software provider with AI-driven ad ranking (AXON), competing with Taboola for performance-focused advertiser budgets, though concentrated in mobile gaming and CTV rather than open web publisher inventory.
• Microsoft Advertising (formerly MSN Ads): Microsoft Advertising operates a major performance ad platform across Bing, LinkedIn, and partner inventory, competing for the same performance marketer budgets. It also sits on the opposite side of the table as a buyer of Taboola's publisher monetization services in some configurations.
• Pinterest: Pinterest is a visual content discovery platform with growing performance advertising offerings, comparable to Taboola in the content-discovery category and in using first-party interest signals to target performance campaigns.
• Snap: Snap operates a content discovery platform with performance and brand advertising capabilities, targeting similar demographics and competing for performance ad dollars. While closed-garden in nature, it competes directly for mobile performance budgets that might otherwise flow to Taboola.
• Yahoo (Verizon Media / Yahoo Ads): Yahoo is a historical Taboola partner and shareholder with its own native advertising business and DSP. The two companies have a complex commercial and equity relationship, with Yahoo being both a competitor and a current/former investor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/taboola
• Facebookfacebook.com/Taboola
• LinkedInlinkedin.com/company/taboola
• Instagraminstagram.com/taboola

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles18 records

Subsidiaries3 records

Funding overview

Funding rounds10 records

Investors23 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A7 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Taboola