Taboola
Open-web performance advertising and publisher monetisation platform.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Taboola.com Ltd.
- Entity type
- COMPANY
- Founded
- 2007
- Headquarters
- Israel
- Company size
- 1,001–5,000
- Market role
- AdTech Vendor
- Ticker
- TBLA
- Official website
- taboola.com
What Taboola does
Taboola runs a two-sided adtech model. On one side, it integrates with publishers to power recommendations, native placements, and monetisation surfaces across the open web. On the other, it sells advertisers and agencies access to that inventory through self-serve and managed campaign tools. The company extends this model into commerce media via Connexity, affiliate monetisation via Skimlinks, creative services via Creative Shop, and publisher engagement products such as DeeperDive. Value is created by aggregating publisher supply, applying optimisation and intent data, and converting advertiser spend into measurable outcomes while sharing revenue with supply partners.
Category differentiation
Taboola is not a traditional publisher or a pure DSP. It is primarily an open-web adtech and monetisation platform spanning native advertising, commerce media, and publisher tools.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Taboola is a public adtech company that operates a large open-web advertising and content discovery platform connecting advertisers with publisher inventory. Its core business centres on performance advertising, native discovery, and publisher monetisation, with additional capabilities in commerce media, affiliate monetisation, creative tooling, and publisher AI experiences through products such as Realize, Connexity, Skimlinks, DeeperDive, and Creative Shop. The company makes money primarily by taking a share of advertising spend flowing through its network and sharing part of that revenue with publishers. Its paying customers are advertisers, agencies, publishers, retailers, and e-commerce marketers that use its software and services to acquire traffic, drive conversions, monetise editorial content, and create new ad inventory on the open web.
Company news briefing
Briefing updated:
Following its Q2 2026 financial disclosures, which included revenues of $476.8 million and cost-streamlining measures, Taboola continues to navigate open-web consolidation pressures. In strategic M&A, Taboola offered to acquire the UK-based financial advertising network Dianomi for between £19 million and £27 million to integrate it into its Realize performance advertising platform, while also completing a rival acquisition amid ongoing sector-wide valuation challenges.
Business model & monetisation
Taboola primarily monetises through media spend flowing across its advertising network, using CPC and CPM pricing as well as a broader take-rate model on advertiser budgets. It shares advertising revenue with publishers that supply inventory. Additional monetisation comes from affiliate commissions via Skimlinks, commerce media and product advertising spend via Connexity, SaaS-style access to self-serve ad tools, and service revenue from offerings such as Creative Shop.
- Open-web performance advertising spend
- Percentage Take-Rate
- Publisher monetisation and native advertising network fees
- Percentage Take-Rate
- Commerce media and product advertising
- Percentage Take-Rate
- Affiliate monetisation
- Percentage Take-Rate
- Creative and managed services
- Service Fee
Products & capabilities
No products with linked sources are available in this view.
Programmatic stack & registry data
Registry entries and observed technical data do not establish certification, legal compliance or actual usage.
Taboola Europe Limited
IAB vendor record: 42
- Cookies declared
- Yes
- Non-cookie access declared
- Yes
- Declared purpose IDs
- 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11
- Declared feature IDs
- 1, 2, 3
- Declared special purpose IDs
- 1, 2, 3
- Indexed sellers.json entries
- 33,499 · taboola.com
Products & market categories
Technology
Service
Competitors & alternatives
- MGID
Native advertising platform for advertisers and digital publishers.
- Collective Audience
Open-web audience data, advertising and managed marketing platform.
- bonial
Retail marketing platform turning offers into digital drive-to-store campaigns.
Side-by-side comparisons
Subsidiaries & acquisitions
- Connexity
Retail performance marketing for shoppers, retailers and commerce publishers.
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
AdExchanger Podcast: Infillion-Foursquare, Taboola-Dianomi, WarnerMount Merger
Acquisitions · Recorded impact score: 3/5
This AdExchanger podcast episode discusses two ad tech acquisitions from last Friday: Infillion's acquisition of Foursquare, adding location data to its ad tech stack, and Taboola's acquisition of Dianomi, targeting the finance vertical. Editor-in-Chief Allison Schiff provides rationale and potential synergies. The episode also covers the Warner Bros.-Paramount merger, now dubbed 'WarnerMount', as the major antitrust hurdle was resolved when California and 11 other states settled their lawsuit. Paramount had threatened to leave California, which pressured the settlement. A new legal challenge emerged but is seen as less formidable. The discussion highlights the strategic moves in ad tech consolidation and the significant regulatory scrutiny on major media mergers.
- Infillion acquired Foursquare, adding location data to its ad tech stack.
- Taboola made an offer to acquire ad network Dianomi to target the finance vertical.
Taboola Launches Realize ID
Identity · Recorded impact score: 3/5
Taboola has launched Realize ID, a new cookieless identity solution for the open web, announced on September 23, 2026. The solution unifies usage, advertising, and conversion signals from its ecosystem to predict purchase intent, integrating data from publisher and advertiser activities such as content consumption, search terms, ad interactions, and conversions. Realize ID supports hashed email addresses from CRMs, custom identifiers, and over 15 data platform integrations, with clean room matching planned. This launch is part of Taboola's strategy to expand from native advertising to performance display, following its platform launch and opening to external AI applications. The open web identity market remains fragmented with competitors like NetID, Utiq, ID5, EUID, and Ramp ID.
- Taboola launched Realize ID, a cookieless identity solution for the open web, on September 23, 2026.
- Realize ID combines usage, ad, and conversion signals to predict purchase intent.
PolyAI, Taboola, Contentful, Docusign Win 2026 Digiday Tech Awards
Awards · Recorded impact score: 1/5
The 2026 Digiday Technology Awards recognized companies leveraging AI and automation to enhance personalized experiences, targeting, and performance. PolyAI won Best AI Tool for its agentic dialog platform, which powers SafeRide Health's AI agent 'Steven', reducing speak-to-human rates from 55% to 2%. Taboola's Adam Singolda was named Technology Founder of the Year for launching DeeperDive, a conversational AI platform for publishers. Contentful and Docusign won Best Personalization & A/B Testing Platform, with Docusign using Contentful Personalization to launch tailored homepages across 20 audience segments, reaching 6.19 million monthly active profiles by March 2026. The awards span categories like affiliate marketing, agentic AI, CDPs, and clean rooms.
- PolyAI won Best AI Tool for its agentic dialog platform, with SafeRide Health's AI agent 'Steven' managing 80% of inbound calls.
- Adam Singolda, founder and CEO of Taboola, was named Technology Founder of the Year for DeeperDive.
Google Ad Tech Remedies Decision Unsealed; Taboola Acquires Rival
Policy Update · Recorded impact score: 4/5
This article covers two major developments in the ad tech industry. First, a court has unsealed the remedies decision in the Google ad tech antitrust case, a significant legal development that could reshape Google's advertising technology business. Second, Taboola, a content recommendation platform, has acquired a rival company. The article provides details on the court's decision and the implications for the advertising ecosystem, as well as the strategic rationale behind Taboola's acquisition. The publication date is September 21, 2026.
- A court has unsealed the remedies decision in the Google ad tech case.
- Taboola has acquired a rival company.
Rosen Law Firm Files Securities Fraud Lawsuit Against Taboola
Legal · Recorded impact score: 2/5
Rosen Law Firm has filed a securities fraud class action lawsuit against Taboola.com Ltd. (NASDAQ: TBLA) on behalf of investors who purchased securities between May 6, 2026, and August 4, 2026. The lawsuit alleges that Taboola made materially false and misleading statements about an increase in low-quality publishers, the need to aggressively exit these relationships (impacting earnings), and the overstatement of publisher relationship value. Investors have until October 20, 2026, to move to become lead plaintiff. Those who purchased during the class period may be entitled to compensation without out-of-pocket fees. The lawsuit is pending, and no class has been certified yet. Rosen Law Firm encourages investors to seek qualified counsel.
- Rosen Law Firm filed a securities fraud class action lawsuit against Taboola.com Ltd.
- The class period is from May 6, 2026, to August 4, 2026.
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Questions about Taboola
What is Taboola?
Taboola is an adtech company that helps advertisers buy performance media across publisher websites and helps publishers monetise traffic and content.
Who uses Taboola?
Its main users are advertisers, agencies, publishers, retailers, e-commerce brands, and media teams seeking audience acquisition or monetisation tools.
How does Taboola make money?
It earns revenue mainly by taking a share of advertising spend on its network, alongside affiliate, commerce media, and service revenue.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
23 publicly documented primary sources and citations linked across the market graph.
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