Taboola — traffic source: rating and member reviews

Taboola was founded by Adam Singolda in 2007 and built its business on recommendation units placed on publisher pages, with the first publisher and advertiser partnerships forming in 2012. The company states around 600 million daily active users, about 9,000 publishers, more than 15,000 advertisers and over 1,700 employees.

For a media buyer the platform is sold as Realize. Campaigns run on inventory across publisher homepages, article pages and device manufacturer surfaces, in native, display and vertical video formats, with targeting built on first-party signals from those publisher integrations. Creative can be uploaded or adapted with the GenAI AdMaker tools, and the platform is aimed at the consideration and conversion stages rather than full-funnel buying.

Publishers, mobile carriers and other digital properties monetise through the same network and apply on the publishers page. Accounts are opened on the site, and Taboola also keeps a help centre, a glossary, case studies, an advertiser quickstart guide and a directory of marketing partners.