Yahoo and Taboola joining forces
Yahoo, with 900 million monthly active users across the internet and Taboola, platform for content recommendations and native advertising, are joining forces. Taboola gets exclusive access to Yahoo’s advertising market and Yahoo takes close to 25% of Taboola. The commercial agreement is for 30 years. Yahoo will also get a seat on the Taboola board of directors.
“This partnership is a big step toward achieving our goal of generating $1 billion in ex-TAC (Traffic Acquisition Cost) by 2025”, said Taboola founder and CEO, Adam Singolda, in a statement. “This win-win partnership will meaningfully accelerate our growth flywheel, expanding our reach to more users on the open web with high-intent traffic to provide world-class solutions for advertisers, publishers, merchants and users in a cookie-less world.”
Jim Lanzone, CEO of Yahoo said: “Partnering with Taboola enables Yahoo to further enhance the contextual and native offerings within our unified advertising stack”. “Together with Taboola, we will maximize reach and campaign performance for advertisers, enhance monetization opportunities for publishers, and drive improved, privacy-forward experiences for users.”
Taboola was founded in 2007 and specializes in native advertising. The company says it has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Insider, The Independent and El Mundo.
A couple of years ago, Taboola signed an agreement to merge with its biggest competitor, Outbrain, but the deal was later called off and booth companies went public.
Yahoo reaches nearly 900 million people around the world an covers finance, sports, and news. It is owned by Apollo Global Management and properties include AOL, TechCrunch and Yahoo Sports.
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