Taboola (NASDAQ: TBLA) announced an expanded partnership with NBCUniversal News Group to power programmatic display advertising on NBCNews.com and TODAY.com using its Realize advertising platform. The agreement, described as a long-term deal, marks the first expansion of Taboola’s services beyond native advertising into display advertising with a major publisher.
The partnership builds on a decade-long relationship between the two companies, which previously focused on native advertising and content recommendations. Under the new terms, advertisers using Taboola’s Realize platform will be able to run performance-based campaigns on NBC News digital properties, the companies said.
Taboola’s Realize platform, launched last year, will now support display ad placements alongside its existing native advertising solutions. The company’s advertising technology reaches approximately 600 million daily active users across publishers and original equipment manufacturers (OEMs), including platforms such as Yahoo and Samsung.
Adam Singolda, CEO of Taboola, stated that the partnership with NBC News reflects the future of advertising on the open web, noting the evolution from native recommendations to broader display advertising capabilities. Satpal Brainch, Chief Business Officer at NBCUniversal News Group, did not provide a public statement in the announcement.
The deal underscores Taboola’s push to diversify its revenue streams beyond its core native advertising business while strengthening its position in the programmatic advertising market.
