Taboola is shifting from its traditional native advertising roots with the launch of its new Realize platform, aimed at broader display ad placements on publisher sites and apps. This strategic move is anticipated to tap into an additional $55 billion in performance advertising budgets, allowing Taboola to more directly compete with established demand-side and supply-side platforms. CEO Adam Singolda noted the rising challenges in acquiring new customers through Meta and Google, making this expansion crucial for driving revenue growth beyond Taboola’s current $1.4 billion annual revenue.
Taboola is moving beyond its native advertising roots by launching a new ad platform called Realize, tapping into a $55 billion performance ad budget.
CEO Adam Singolda highlighted that the company aims to target additional performance advertising budgets, addressing the competitive challenges in search and social media.
With its new Realize platform, Taboola positions itself against traditional demand and supply-side platforms, enhancing its ad offerings beyond 'chum box' placements.
Singolda emphasized that acquiring new clients through Meta and Google has become increasingly expensive, fueling Taboola's shift to expand its advertising services.
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