Number of locations
|Adam Singolda, CEO|
|Products||Taboola Feed, Taboola Newsroom|
|Revenue||>$1 billion (2018)|
Number of employees
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 by Adam Singolda. The company was founded in Israel and initially provided a recommendation engine for video content. The company headquarters were later moved to New York City. Taboola raised $1.5 million in funding in November 2007. This was followed by $4.5 million in November 2008, and $9 million in August 2011. Additionally, Taboola raised $15 million in February 2013. By 2019, Taboola was used to provide 450 billion recommendations on a monthly basis, due to adoption by major news websites, like the IBM-owned The Weather Company.
In 2014, Taboola acquired a California-based programmatic advertising company called Perfect Market. In February 2015, Taboola raised $117 million in a Series E funding round. In May of that year, Taboola announced an additional funding from Baidu for an undisclosed amount. In July 2016, Taboola acquired ConvertMedia, a recommendation engine for video content. Terms of the deal were not disclosed. In January 2017, Taboola acquired a website personalization firm called Commerce Sciences, for an undisclosed sum. 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.
In October 2019, Taboola announced its intention to merge with its rival, Outbrain, subject to regulatory approval. 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.
In September 2020, Taboola and Outbrain ceased merger discussions and carry on as independent organisations. In July 2020, Taboola changed from revenue guarantee to revenue share model which resulted in major clients such as Fox News and UK's News Corp leaving, which compromised the ability of Taboola to obtain new financing that was part of the original merger agreement. The combined valuation of the called off merger would have been $2 billion.
Taboola is managed by CEO and Founder Adam Singolda. Other key executives are:
- Eldad Maniv, President, COO
- David Aber, CFO
- Lior Golan, CTO
Products / business model
Taboola creates the "Around The Web" and "Recommended For You" boxes at the bottom of many webpages. Additionally, it can recommend video content or user-generated content. Taboola is used by content publishers to encourage users to view more articles on the same site, or to gain revenues for referral traffic. Marketers and brands bid for views of their content. 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. The most popular ad categories on Taboola are finance and fitness. Taboola also has tools for publishers to remove offensive content and vet ads before they are displayed.
An article in Fortune said much of the content recommended by Taboola is "the worst of the Web." 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”. According to Fortune, "Popular content isn’t always good content." 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. 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.
Critics argue that services like Taboola are used for clickbait or fake news. An analysis conducted by ChangeAdvertising in September 2016 found 26 percent of sponsored links on services like Outbrain and Taboola were clickbait. 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. 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.
In May 2014, the Better Business Bureau (BBB) requested that Taboola make it more clear that its recommended links are sponsored by advertisers. At the time, the disclosure that links are sponsored was in small grey font in the upper-right-hand corner of the recommended articles box, which the BBB said was not prominent enough. Taboola argued it was not an advertiser and its disclosures were clear, but agreed to make the disclosure more prominent.
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 strong partnerships with IAB, Moat, TAG, Integral Ad Science, and Double Verify to address the issue.
- Chum box, type of advert often used by Taboola
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- blogtaboola (2 January 2019). "2018 Year in Review and Our Future with Mobile Operators, Riding Apps, Airports, Voice & Autonomous Cars". Retrieved 13 November 2019.
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- "Taboola and Outbrain Are One". Taboola Press Release. 2019-10-03. Retrieved 2019-11-13.
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- "Taboola and Outbrain call off their $850M merger". TechCrunch. Retrieved 2020-09-09.
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- "Management". Taboola.com. Retrieved 2020-01-14.
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- Lawler, Ryan. "Taboola Now Lets You Filter Out Content Recommendations That You Don't Want To See". TechCrunch. Retrieved May 16, 2016.
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- "Taboola and Outbrain Said to be Discussing a Merger". Fortune. April 28, 2017. Retrieved May 27, 2017.
- Moses, Lucia (November 28, 2016). "'The underbelly of the internet': How content ad networks fund fake news". Retrieved May 18, 2017.
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