Marketecture: Get Smart. Fast. Episode 122: Inside Taboola’s Strategy for the Open Web
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May 9, 2025 Adam Singolda, CEO and founder of Taboola, shares insights into content discovery and advertising in the digital age. He discusses the evolution of publisher monetization and how AI is reshaping content personalization. The conversation highlights the balance between quality and relevance while navigating advertising strategies amid evolving market dynamics. Singolda also delves into Taboola's innovative approaches to performance advertising and the challenges of driving user engagement on publisher platforms.
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Taboola's Performance Shift
- Taboola is shifting from native ads to broader performance advertising, capturing a $55 billion market opportunity.
- Realize platform extends their offer to include display and social formats with CPC pricing to meet advertiser and publisher needs.
Use Realize for CPC Campaigns
- Advertisers can upload existing display or social campaigns to Realize and pay based on CPC only.
- Let Taboola handle pricing for optimized performance, easing management complexity.
Private Supply Advantage
- Realize bids only on Taboola-owned supply with unique first-party data advantage.
- This approach protects advertisers by focusing on supply where Taboola has exclusive insights and conversion data.