Taboola, the advertising technology company listed on NASDAQ under the ticker TBLA, announced an expanded partnership with NBC News that will see its Realize platform power programmatic display advertising across the news giant’s digital properties.
The deal marks a first for Taboola. Previously, its work with NBCUniversal News Group was limited to native advertising and recommendations. Now, advertisers using Realize will be able to run performance-based campaigns on NBCNews.com and TODAY.com, two of the most visited news sites in the world.
This is not a short-term experiment. The two companies have worked together for more than a decade. Taboola has been powering native ads on NBC News properties for over ten years, and this long-term agreement deepens that relationship into the broader display advertising space.
Adam Singolda, Taboola’s CEO, framed the move as a shift from format-driven thinking to outcome-driven results. “Our partnership with NBC News represents the future of advertising on the open web,” he said. “The industry has spent years thinking about formats and placements. We think about outcomes. We started by powering native recommendations and today, we’re supporting the broader display advertising business.”
Singolda also connected the partnership to Taboola’s larger ambition. “This is a major step toward our vision of becoming the ‘economic backbone of the open web’ for everything outside of search and social,” he continued. “We offer a single platform where advertisers can drive measurable business results across every format and placement, while helping publishers maximize the value of every impression. As the internet shifts from pageviews to conversations, publishers need a way to participate in that future and not lose users to it. That’s why I’m so excited to support NBC News, helping create new opportunities for engagement, monetization and advertiser value.”
Satpal Brainch, Chief Business Officer at NBCUniversal News Group, expressed a similar enthusiasm. “Taboola is an important partner for NBC News. We’re pleased to expand this long-standing partnership and look forward to growing our relationship in the years ahead,” he said.
Taboola’s Realize platform launched last year. According to the company, it has already helped thousands of advertisers reach relevant audiences, scale efficiently, and drive conversions. The platform taps into Taboola’s proprietary data and direct demand, which the company says gives publishers a way to maximize the value of their audiences.
The scale is substantial. Taboola works with thousands of businesses that advertise directly on Realize, reaching approximately 600 million daily active users across some of the world’s largest publishers. Those publishers include NBC News, Yahoo, and device makers such as Samsung and Xiaomi.
With this expanded partnership, Taboola is pushing further into territory long dominated by the duopoly of Google and Meta. The open web, as Singolda calls it, is the space outside those walled gardens, and the company is betting that publishers like NBC News will need a partner like Realize to compete.
The financial terms were not disclosed. The announcement came as a press release from Taboola’s corporate communications team.
