Taboola

Taboola Inc.
Industry Internet
Founded 2006
Founder Adam Singolda
Headquarters New York City, United States
Key people
 Adam Singolda, CEO
Products Content marketing, Advertising, Content discovery platform
Website taboola.com

Taboola is a content discovery platform[1] that provides publishers the option to display content recommendations in three ways – with content discovery widgets, in-stream Native Ads or a hybrid, displaying articles, videos, slideshows and other content, both from within the site and from other advertisers and publishers. Its closest competitor is Outbrain.[2] Clients include MSN,[3] BBC, USA Today, Ziff Davis,[4] Allure Media,[5] the Boston Globe and RT.

In Taboola's content guidelines for advertisements, the company prohibits content that contains spyware, malware, or automatic download of applications without users' consent. The site prohibits "Cloaking" or techniques used to hide the true destination that users are directed to as well as scripts that interferes with a user's control of the site and can takes over a web page or user's browser. The company also prohibits advertising to children under the age of 13.[6]

In 2014, Taboola was reportedly hacked by the Syrian Electronic Army.[7]

History

Taboola was founded in 2006 by Adam Singolda[8] in Tel Aviv, Israel.[9] Taboola provides readers with options to content and topics they may not have thought to search for.In November 2007, Taboola raised $1.5 million from Evergreen Venture Partners in the Series A round.[10] In November 2008, Evergreen Venture Partners invested an additional $4.5 million.[11]

In August 2010, Taboola expanded their offering to include video-to-video and text-to-video recommendations. They were reported to have increased Revision3's video views by approximately 90%.[12]

In August 2011, Taboola raised a $9 million Series B round from Marker and Evergreen Venture Partners.[13] This was followed by a $10 million Series C from Marker in June 2012, and a $15 million Series D[14] in February 2013 from Pitango Venture Capital,[15] along with existing investors Evergreen Venture Partners, WGI Group, and Marker.[16]

In January 2013, Taboola began doing article recommendations.[17] In September 2013, launched Taboola Choice, a feature where users could filter out content recommendations they didn't want to see.[18]

In December 2013, Taboola launched an API to bring its content recommendations to native mobile apps.[19]

In August 2014, Taboola acquired Perfect Market,[20] a company that powers programmatic advertising on publishers' websites. Taboola also announced the launch of Taboola-X, a tool to help publishers monetize their site. Taboola reported that it was serving 150 billion recommendations to 400 million unique users every month with an estimated $250 million[21] run rate.[22]

In February 2015, Taboola raised Series E[23] of $117 million in a round led by Fidelity Investments along with existing investors Marker and Steadfast Capital, as well as strategic investors Comcast Ventures, Groupe Arnault, Yahoo Japan, Advance Publications (parent company of magazine publisher Condé Nast), and Carlo De Benedetti, chairman of Italian Media conglomerate Gruppo Editoriale L’Espresso.[24]

In May 2015, Taboola announced an undisclosed round of "multi-millions" in funding from Baidu.[25]

In May 2016, Taboola announced they had reach over 1 billion unique users worldwide, including 250 million that were reached on mobile.[26]

In July 2016, Taboola acquired ConvertMedia, a recommendation engine designed specifically to sniff out and recommend online videos at scale. Terms of the deal are not being disclosed.[27]

Reception

Taboola is one of the first companies in the adtech space to run native advertising, although the content recommendation space has enlarged to include new competitors.[28]

Taboola and Outbrain have both been described by Internet commentators as alternatives to Google AdSense that content publishers can opt to consider for revenue streams.[29][30]

In January 2013, Jack Marshall wrote that Taboola recommendations on websites such as Time, Bloomberg.com, and Politico often took users to websites such as Newsmax, which attempted to upsell users to low-quality e-books on topics such as how to avoid financial ruin.[31] A similar criticism was made on Priceonomics in April 2014.[32]

In May 2014, Taboola complied with the Better Business Bureau's request that they make their "sponsored content" disclosures more prominent.[33]

See also

References

  1. ↑ "With 1 Billion Monthly Clicks, Taboola Is The World's Biggest Content Discovery Tool". Fast Company. 2015-12-03. Retrieved 2016-05-16.
  2. ↑ Griffith, Erin (August 18, 2014). "How Taboola and Outbrain are battling a bad reputation... and each other". Fortune. Retrieved September 27, 2014.
  3. ↑ "Microsoft signed a big deal that shows there's still plenty of life left in MSN yet". Business Insider. Retrieved 2016-05-16.
  4. ↑ "Ziff Davis, Taboola Team Up in Exclusive Partnership". Bloomberg.com. Retrieved 2016-05-16.
  5. ↑ "Allure Media Chooses Taboola To Increase Audience Engagement - B&T". B&T. 2015-08-26. Retrieved 2016-05-16.
  6. ↑ "Advertiser Content Guidelines | Taboola | Drive Traffic and Monetize Your Site". www.taboola.com. Retrieved 2016-06-04.
  7. ↑ "Publishers' plug-in addiction can come back to haunt them - Digiday". Digiday. 2014-06-27. Retrieved 2016-06-04.
  8. ↑ "Adam Singolda: Executive Profile & Biography - Businessweek". www.bloomberg.com. Retrieved 2016-05-16.
  9. ↑ "Taboola Israel Company Register". 2016-10-21.
  10. ↑ Doleon, Nicholas (November 14, 2007). "Taboola Lands $1.5 Million, Powers Video Discovery". Retrieved September 27, 2014.
  11. ↑ Kee, Tameka (November 18, 2008). "Video Discovery Engine Taboola Gets $4.5 Million Second Round". GigaOm. Retrieved September 12, 2014.
  12. ↑ Carthy, Roi (August 25, 2010). "Taboola Turbo Charges Revision3's Video Uplift By 90%". Retrieved September 27, 2014.
  13. ↑ Kincaid, Jason (August 25, 2011). "Taboola Raises $9 Million To Power Video Recommendations Across The Web". TechCrunch. Retrieved September 27, 2014.
  14. ↑ Wauters, Robin (2013-02-19). "Content Recommendation Specialist Taboola Raises $15 Million". The Next Web. Retrieved 2016-05-16.
  15. ↑ "Taboola Raises $15 Million So It Can Suggest More Stories You Might Click On". AllThingsD. Retrieved 2016-05-16.
  16. ↑ Lawler, Ryan (February 19, 2013). "With More Than 1.5B Recommendations Daily, Taboola Raises $15M More To Fund International Expansion". TechCrunch. Retrieved September 27, 2014.
  17. ↑ Lawler, Ryan (January 18, 2013). "After Growing Revenue 750% In 2012 And Conquering Video, Taboola Goes After Article Recommendations". TechCrunch. Retrieved September 27, 2014.
  18. ↑ Lawler, Ryan. "Taboola Now Lets You Filter Out Content Recommendations That You Don't Want To See". TechCrunch. Retrieved 2016-05-16.
  19. ↑ Lawler, Ryan (December 19, 2013). "Taboola Launches An API To Bring Its Content Recommendations To Native Mobile Apps". TechCrunch. Retrieved September 27, 2014.
  20. ↑ "Taboola acquires Perfect Market, expands into programmatic ads". Fortune. 2014-08-04. Retrieved 2016-05-16.
  21. ↑ "Website Recommendation Company Taboola Says It's On Pace To Do $250 Million In Revenue". Business Insider. Retrieved 2016-05-16.
  22. ↑ Lytton-Dickie, Tom (November 17, 2014). "Is content discovery transforming online advertising?". Hot Topics. Retrieved November 27, 2014.
  23. ↑ "Taboola Raises $117 Million in Series E Investment Funding". www.adweek.com. Retrieved 2016-05-16.
  24. ↑ "The business of recommendations is huge: Taboola raises $117 million". Fortune. 2015-02-04. Retrieved 2016-05-16.
  25. ↑ Catherine, Shu (May 18, 2015). "Baidu, China's Leading Search Engine, Makes Strategic Investment In Content Recommendation Platform Taboola". TechCrunch. Retrieved May 18, 2015.
  26. ↑ Avner, Gabriel (May 16, 2016). "Taboola takes on Facebook for top content discovery platform". Geektime. Retrieved May 16, 2016.
  27. ↑ Lunden, Ingrid (July 26, 2016). "Taboola steps up in video, buys ConvertMedia for shy of $100M". TechCrunch. Retrieved July 26, 2016.
  28. ↑ Howard McMilan (February 25, 2015). "The Complete Native Ads Widget List". TheMoneyExpert. Retrieved February 25, 2015.
  29. ↑ Taub, Alexander (March 28, 2013). "http://www.forbes.com/sites/alextaub/2013/03/28/how-two-israeli-companies-are-leading-the-pack-in-the-adsense-for-content-space/". Forbes. Retrieved September 27, 2014. External link in |title= (help)
  30. ↑ "17 Best Google AdSense Alternatives to Make Money From Your Blog". The Tecnica. April 24, 2014. Retrieved September 27, 2014.
  31. ↑ Marshall, Jack (May 16, 2013). "Content Marketing's Got a Quality Problem". DigiDay. Retrieved September 27, 2014.
  32. ↑ "How Journalism Promotes The Internet's Shadiest Scams". Priceonomics. April 23, 2014. Retrieved September 27, 2014.
  33. ↑ Davis, Wendy (May 20, 2014). "Better Business Bureau Tells Taboola To Make 'Sponsored Content' Disclosures More Prominent". Media Post. Retrieved September 27, 2014.

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