Portal and news publisher Yahoo has taken an equity stake in discovery platform Taboola which will now power native advertising exclusively across Yahoo’s digital properties.
Yahoo and Taboola also announced a 30-year, exclusive commercial agreement.
Taboola will benefit from Yahoo’s scale as a leading consumer tech company reaching nearly 900 million monthly active users worldwide across mail, sports, finance and news.
By powering Yahoo’s native advertising solutions, Taboola will help deliver greater reach, better campaign performance and improved user experiences.
Taboola will continue to invest heavily in R&D, enhancing how people discover things they may like, and strengthen its leadership in contextual advertising.
As part of the partnership, Yahoo will receive 24.99% equity in Taboola.
“Yahoo is an internet pioneer, representing one of the largest, most trusted and most sophisticated publishers in the world,” said Adam Singolda, Founder and CEO of Taboola.
“Everywhere I look, I see a rocket ship growth opportunity for both of us – native, ecommerce, video, header bidding (display) and more. This win-win partnership will meaningfully accelerate our growth flywheel, expanding our reach to more users on the open web with high-intent traffic to provide world-class solutions for advertisers, publishers, merchants and users in a cookie-less world."
Jim Lanzone, CEO of Yahoo: “Partnering with Taboola enables Yahoo to further enhance the contextual and native offerings within our unified advertising stack.
“The partnership also allows Yahoo and Taboola to continue to differentiate in market, improving user, advertiser and publisher experiences across properties, while benefiting from the long-term tailwinds in digital native advertising.
"Together with Taboola, we will maximize reach and campaign performance for advertisers, enhance monetisation opportunities for publishers, and drive improved, privacy-forward experiences for users. As we continue to build the next era of Yahoo, we are thrilled to have strong partners by our side.”
Yahoo is owned by funds managed by affiliates of Apollo.
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