Here are 1-3 brief analogies for Taboola.com (TBLA):

• Taboola is like Google AdSense for native content recommendations on news websites.
• Taboola provides native advertising, similar to what you see on Facebook or Instagram, but distributed across thousands of news and content websites on the open internet.

• Content Discovery Platform: This service helps digital publishers monetize their websites by recommending personalized, relevant content (both editorial and sponsored) to their readers.
• Native Advertising Platform: This service allows brands and marketers to distribute their content seamlessly across a vast network of premium publisher sites, reaching target audiences through native placements.
• Taboola News: This service provides an integrated news and content feed directly to users on mobile devices through partnerships with device manufacturers and carriers.

Major Customer Companies (Digital Properties / Publishers)

• Gannett Co., Inc. (NYSE: GCI) - A major U.S. newspaper publisher, owning USA Today and hundreds of local newspapers.
• NBCUniversal (part of Comcast Corporation, NASDAQ: CMCSA) - A leading media and entertainment conglomerate.
• Sinclair Broadcast Group, Inc. (NASDAQ: SBGI) - One of the largest owners and operators of television stations in the U.S.
• Dotdash Meredith (part of IAC, NASDAQ: IAC) - A large digital and print publisher with brands like People, Better Homes & Gardens, Investopedia, and more.
• The Independent (Private Company) - A prominent UK-based online newspaper.

Adam Singolda, Founder & CEO

Adam Singolda founded Taboola in 2007 with the goal of helping users discover content they might enjoy but are unaware of. Before founding Taboola, he served for seven years as a cryptological engineer in the Israeli Defense Forces. He is also a co-founder and board member of K Health. Under his leadership, Taboola has become a leading global platform for content recommendations and went public on Nasdaq in 2021. Taboola acquired Connexity in 2021, expanding its offerings into e-commerce recommendations.

Stephen Walker, CFO

Stephen Walker has served as Chief Financial Officer at Taboola since July 2014. Prior to his CFO role, he held positions at Taboola including SVP Worldwide Sales Operations and GM Taboola-X. Before joining Taboola, he was President & COO at Perfect Market, a company that Taboola acquired in 2014. His career also includes roles as Managing Director of the New Ventures Group at Idealab, Inc., SVP Product Development & Operations at Omnilux, and positions at The Walt Disney Company and GE. Walker possesses extensive experience in finance and business development, including a background in venture capital.

Eldad Maniv, President & COO

Eldad Maniv is the President and Chief Operating Officer at Taboola.

Lior Golan, CTO

Lior Golan serves as the Chief Technology Officer at Taboola.

Kristy Sundjaja, Chief People Officer

Kristy Sundjaja is the Chief People Officer at Taboola.

• The rise of AI-driven, in-house content recommendation and personalization systems by publishers. As Large Language Models (LLMs) and generative AI technologies mature, publishers are increasingly capable of developing and deploying sophisticated AI-powered content recommendation engines directly on their own sites. These in-house systems can leverage first-party data, provide hyper-personalized experiences, and keep users within the publisher's ecosystem, reducing the need for third-party content discovery platforms like Taboola. This shift represents a direct threat to Taboola's core value proposition by enabling publishers to internalize a service that Taboola currently provides.

• Accelerated deprecation of third-party cookies and increasing browser-level privacy restrictions. The ongoing shift towards stricter user privacy controls by major browser developers (e.g., Google Chrome's planned deprecation of third-party cookies, Apple's Intelligent Tracking Prevention in Safari) fundamentally alters the landscape for ad targeting and personalization. Taboola's core business relies heavily on understanding user behavior across the open web to deliver relevant content and ads. While Taboola is investing in cookieless solutions, the effectiveness of these alternatives compared to traditional tracking methods remains a significant challenge. A diminished ability to track and personalize effectively could severely impact the performance and value proposition of Taboola's platform for both publishers and advertisers.

Taboola.com (TBLA) operates in several key addressable markets for its main products and services:

• Native Advertising/Content Recommendation:
  • The global native advertising market was estimated at USD 105.88 billion in 2024 and is projected to reach USD 346.88 billion by 2033, growing at a CAGR of 13.9% from 2025 to 2033.
  • Another estimate projects the global native advertising market to reach approximately USD 103.2 billion in 2025, with expectations to grow to USD 733.3 billion by 2035.
  • In 2024, the global native advertising market was valued at USD 111.13 billion and is projected to grow to USD 400.95 billion by 2035.
• Taboola's Total Addressable Market (Open Web and E-commerce Ad Spend):
  • Taboola estimates its total addressable market, which includes the Open Web and e-commerce ad spend (including walled gardens after its Connexity acquisition), to be USD 124 billion globally. This comprises USD 64 billion in the Open Web and USD 60 billion in e-commerce ad spend in walled gardens.
• Open Web Advertising:
  • Taboola states the Open Web represents an USD 80 billion market (as of 2023/early 2024).
  • US programmatic open-web spend is forecast to reach USD 48.8 billion by 2027.
• Performance Advertising (via "Realize" platform):
  • Taboola's Realize platform targets a performance advertising market of USD 55 billion.
  • This expansion aims to double Taboola's addressable market from roughly USD 25 billion to USD 55 billion globally.
• Recommendation Engine Market:
  • The global recommendation engine market size was valued at USD 6.32 billion in 2024 and is projected to reach USD 72.62 billion by 2033.
  • Another report valued the global recommendation engine market at USD 5.39 billion in 2024 and expects it to exceed USD 119.43 billion by 2034.

Taboola.com (TBLA) anticipates several key drivers to fuel its revenue growth over the next two to three years:

1. Expansion and Adoption of the Realize Platform: The Realize performance advertising platform is consistently cited as a significant growth engine. It is designed to introduce new ad formats and integrate advanced AI capabilities, leading to increased traction with advertisers. This platform is specifically driving growth from "scaled advertisers" (those spending over $100,000 annually) and boosting the average revenue generated per scaled advertiser.
2. Growth in the Advertiser Base, particularly Tier-1 Brands and Agencies: Taboola is focused on expanding its network of advertisers and increasing their spending, with a particular emphasis on attracting and retaining Tier-1 brands and agencies. The success of the Realize platform plays a crucial role in this, as it aims to enhance advertiser performance and satisfaction.
3. Strategic Partnerships and Premium Publisher Supply: New and expanded partnerships with major digital properties and OEMs are expected to contribute significantly to revenue. Collaborations with entities like Yahoo, Apple (for Apple News & Stocks), and Xiaomi (for Taboola News) are bringing in new inventory and traffic, thereby increasing opportunities for advertiser spend on the platform.
4. Advancements in AI and Technology: Continuous investment in artificial intelligence, including the development of tools like "Abby" (an AI-powered ad assistant) and general AI-driven targeting, is crucial for enhancing advertiser success rates. These technological improvements are expected to optimize ad performance, attract higher ad budgets, and improve overall efficiency.
5. Expansion in the eCommerce Segment: The eCommerce segment is performing strongly and is identified as a key strategic area for future revenue growth. This includes extending Taboola's reach into new high-growth advertising channels and international markets within the e-commerce sector.

Share Repurchases

• Taboola's Board of Directors approved an additional share repurchase authorization of up to $200 million on February 26, 2025, increasing the total authorization to approximately $240 million.
• Share repurchases totaled 14% of the company year to date as of the third quarter of 2025.

Share Issuance

• On January 17, 2023, Taboola issued 39,525,691 Ordinary shares and 45,198,702 Non-voting Ordinary shares to Yahoo Inc. as part of a 30-year exclusive commercial agreement.
• The aggregate fair value of the shares issued to Yahoo was approximately $288,063, based on a closing share price of $3.40 per share on the transaction date.
• The company incurred $1,388 in issuance expenses related to this transaction.

Capital Expenditures

• Capital expenditures were -$42.22 million in the last 12 months.
• Taboola regularly invests in property, plant, and equipment, with quarterly expenditures ranging from approximately $5 million to $12 million.
• Projected capital expenditures are $41 million for 2025, $47 million for 2026, and $49 million for 2027.