Advice for publishers: experiment and fail fast

The Taboola CEO explains how USA Today’s DeeperDive changes news discovery, and why publishers might need “chat” after all.

AI is rewriting the rules of digital media and few people have had a closer view of the shift than Adam Singolda. In this episode of The Media Copilot, host Pete Pachal has a candid conversation with the Taboola founder about where the open web is headed and why the next era of audience discovery may look nothing like the search driven world we grew up in.

Adam has been building Taboola since 2007 and continues to shape one of the largest advertising and recommendation platforms on the open web. He shares what publishers often miss about AI, how performance advertising is evolving, and why trusted media brands may hold more power than ever as chat based discovery becomes mainstream.

Why This Matters

Media is in a moment of rapid transition. Search traffic is shifting, conversational queries are becoming a default behavior, and publishers are being pushed to rethink how they attract and retain audiences. Adam offers rare insight from inside a global platform that sits at the center of these changes. He explains how AI is reshaping revenue models, what publishers can do right now to stay competitive, and why this new interaction layer may redefine how journalism is discovered and consumed.

What We Cover

• Adam’s journey from founding Taboola in 2007 to running a global advertising and recommendation platform
• How Taboola positions itself as the performance engine of the open web
• What the company has learned about audience behavior across thousands of publishers
• How AI is changing advertising performance, engagement, and publisher economics
• The impact of declining search traffic and the rise of chat based discovery
• The creation of Taboola’s Deeper Dive experience and how users actually interact with AI on news sites
• Why publishers need to experiment with AI quickly or risk losing ground
• How trust and brand identity give premium publishers an advantage in the AI era
• What adoption looks like when you introduce AI directly into media workflows
• The future of LLM monetization and why Adam sees a major opportunity for journalism

More…

Learn about Taboola’s mission, how it started — https://www.taboola.com.     Taboola.com+1 

LinkedIn — https://www.linkedin.com/in/adamsingolda

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Produced by Pete Pachal and Executive Producer Michele Musso
Edited by the Musso Media Team 

Music: “Favorite” by Alexander Nakarada, licensed under CC BY 4.0

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