Latest news with #Singolda
Axios
11-06-2025
- Business
- Axios
Exclusive: Taboola launches gen AI search engine for publishers called DeeperDive
Ad giant Taboola is rolling out its own generative AI search engine called DeeperDive for its publishing partners to use on their websites, its CEO and founder Adam Singolda told Axios. Its debut publishing partners are Gannett/USA Today and The Independent. Why it matters: With over 9,000 publishing partners, Taboola is one of the largest native advertising platforms serving the open web. Singolda believes those existing relationships, and the insights gleaned from them, makes DeeperDive better equipped to answer user queries accurately. Zoom in: DeeperDive is also designed with publisher monetization goals in mind, given that's how its existing business model operates. It will surface links to relevant articles from across the publisher's site that a user encounters, with DeeperDive providing additional context to bolster engagement. Singolda believes this can unlock new types of search advertising revenue for publishers, directly on their own websites. Between the lines: As one of Taboola's first publishing partners, Gannett — which is the largest local newspaper company in America — sees an opportunity to use the new feature to expand its audience. "We believe that will increase engagement significantly with the consumers we have today, and we will also broaden that audience of consumers we have today," said CEO Mike Reed. Initially, the generative AI search engine widget will run only on Gannett's flagship national property, USA Today. "That'll be the beta 1% test of our audience, which is about 30,000 users per day," Reed said. Eventually, Reed hopes to place DeeperDive on the websites of all of its 220 local news outlets. How it works: DeeperDive pulls answers from Taboola's network of publishers to answer user queries. Those existing relationships mostly power the publishers' native advertising businesses. DeeperDive will also soon begin to provide additional context and perspectives about the query, pulled from the same publisher site in which the user encountered the search engine. That deeper context, pulled directly from sources on the site, is a large part of what differentiates DeeperDive from other AI search engines, Singolda said. Reed noted that the additional context provided by DeeperDive will come from content published by USA Today and its network of local sites. Zoom out: Several startups are trying to launch AI search engines in partnership with publishers, such as Perplexity and
Axios
18-03-2025
- Business
- Axios
Taboola strikes deal to sell Microsoft display ads
Taboola struck a deal with Microsoft to sell display ads for Microsoft Outlook, Games and Microsoft's broader Office Suite, Taboola founder and CEO Adam Singolda told Axios. Why it matters: It marks a significant milestone for the ad tech giant as it looks to expand beyond the native advertising business for the first time since it launched nearly two decades ago. Zoom in: Last month, Taboola announced the launch of a new platform called Realize that allows it to sell performance ads, including display and social media advertising formats like vertical video, across the open web. With Realize, Taboola will focus on selling performance advertising inventory, not broader brand purpose ads. While it will sell video ads, Taboola will focus on social media video that's part of performance advertising campaigns, not premium video like connected TV, Singolda said. Between the lines: Powering Taboola's shift to display advertising is the enormous amount of first-party data it's collected over the years from its own clients, Singolda said. Taboola has relationships with more than 18,000 advertisers and 9,000 publishers globally in the native advertising space. That gives it plenty of data that can be used to optimize the display campaigns it will now power on the open web. Reality check: The companies that currently dominate the display ad market, Meta and Google, have been successful because of their enormous troves of first-party data. Singolda said he sees a strong opportunity to pull display ad dollars away from those two companies, as well as other ad tech firms, because of Taboola's existing access to first-party data. The big picture: Taboola has built a sizable business since it launched in 2017, mostly selling native ad placements at the bottom of articles across the web. It's pushed to expand its business since going public in early 2021, mostly by striking partnerships with Big Tech firms to sell ads on their behalf. Last year, Taboola announced an exclusive deal with Apple to sell native advertising within the Apple News and Apple Stocks apps in the U.S. In 2023, it announced a 30-year ad deal with Yahoo estimated to be worth $1 billion annually. The company, which has had a strategic partnership with Microsoft for a decade, launched an open web audience network with Microsoft in 2021. What to watch: Singolda said Realize could help publishers capture more programmatic display advertising revenue.
