"The tool will leverage Taboola's Realize AI tech, which allows publishers to sell performance ads across the open web. Taboola's Paramount deal marked the first time it worked with a TV company to expand the use of its Realize AI tech. The LG deal marks another critical expansion of that tool to the CTV market, which could help expand Taboola's business meaningfully."
"In October, Taboola inked a deal with Paramount to extend the reach of the TV programmer's small- and medium-sized advertising partners across the open web. Zoom in: The new deal with LG Ad Solutions is different because LG's footprint is global and because its advertising partners are bigger, enterprise clients, said Taboola founder and CEO Adam Singolda. Because LG has its own TV sets, it also has more control over the distribution of its ad campaigns, per Serge Matta, LG Ad Solutions president."
Taboola and LG Ad Solutions signed a deal to expand LG's connected TV (CTV) advertising partners' campaigns onto Taboola's web and social publishing inventory. They will offer a Performance Enhancer tool that leverages Taboola's Realize AI to sell performance ads across the open web. The LG deal expands Realize AI into global, enterprise CTV partners, building on Taboola's prior TV collaborations. LG's ownership of its TV sets gives it greater control over ad distribution and complements Taboola's curated network of over 9,000 publishers reaching roughly 600 million daily users. The partnership aims to connect TV impressions to measurable digital engagement metrics like click-through rates.
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