.jpg)
In a dynamic conversation with Adam Singolda, Founder and CEO of Taboola, we delve into the company’s innovative use of artificial intelligence, its position as a champion of the open internet, and its vision for the future of content discovery. From adapting to diverse global markets to navigating the challenges of privacy and performance advertising, Singolda offers a wealth of insights into the rapidly evolving digital advertising landscape.
Artificial intelligence has been central to Taboola’s growth, driving advancements in both publishing and advertising. "We're seeing great adoption of AI by our clients, which is fantastic,” Singolda remarks. “A lot of times, change is hard, and AI is such a new thing. But publishers and advertisers are leaning in because everyone wants to grow their business.”
On the publishing side, Taboola focuses on creating hyper-personalized editorial experiences. Singolda explains, “We have a software called Homepage For You, which is trying to mimic the experience of TikTok or Instagram, where the feed is personalized for you—only with editorial content. You go to a homepage, and everything you see feels like it was made for you.” This approach, he says, has significantly boosted engagement, with publishers using AI to help readers discover content before they navigate away to platforms like Facebook.
In advertising, AI is transforming what has long been a daunting process. “Becoming a successful advertiser is very complicated,” Singolda acknowledges. “You need to figure out your bidding strategy, CPC, CPM, daily budget—there are so many acronyms and things to learn.” To simplify this, Taboola introduced tools like Abby, an AI-driven front-end agent that streamlines campaign creation, and Max Conversion, which automates the bidding process. “Max Conversion has been the fastest-adopted product we’ve ever launched. It’s amazing how AI can make something so complicated much simpler.”
Taboola operates in an industry dominated by the ‘walled gardens’ of Meta and Google, but Singolda is clear about the company’s mission. “Facebook and Google are doing an amazing job serving themselves. We don’t operate within their walls. Instead, we try to learn from them and bring what works to the rest of the world.” He likens Taboola’s role to Robin Hood: “You take from the direction they’ve set and give it to everyone else. Our job is to help thousands of publishers and tens of thousands of advertisers globally.”
Privacy concerns and regulatory changes are reshaping the digital landscape, and Singolda sees this as a positive shift. “I think privacy is a good thing because it’s driven by consumers wanting to feel safe,” he says. “Nobody likes feeling creeped out when an ad follows them around the internet.” Taboola’s reliance on first-party cookies, integrated directly with publishers, ensures personalized experiences while respecting privacy. “We don’t know your name or gender, but we know you’re the same person who clicked on certain content before, so we can recommend things you’ll love.”
Taboola’s adaptability to global markets has been a key factor in its success. The company operates in 22 countries, drawing on local insights to shape its products and culture. In India, for example, Taboola adopted a mobile-first approach to cater to a young, digitally savvy audience. “India taught us the importance of mobile-only products because people there experience the internet primarily through their phones,” Singolda shares. “It also taught us to work in multiple languages and focus on highly visual content for a younger audience.”
Singolda credits much of Taboola’s resilience and innovation to its Israeli roots. “In Israel, there’s this feeling that anything can be done—even when there’s no reason to believe it can,” he laughs. “That optimism, combined with a willingness to fail fast and move on, is deeply ingrained in our culture.” This mindset is essential for a company competing with tech giants like Google and Facebook, he adds, noting that most of Taboola’s engineering and product teams are based in Israel.
The advertising industry is undergoing a significant shift towards performance-based metrics, according to Singolda. “The bar is going to go up on justifying money spent,” he predicts. "Whether you’re a small business or a CMO of a big brand, you’ll need to show specific outcomes to justify your advertising spend. It’s not just about trying things—it’s about proving they work."
Looking ahead, Singolda is particularly excited about the future of content discovery. He envisions a world where editorial content seamlessly integrates into apps and platforms, from ride-hailing services to messaging apps. “My kids are young and in school, and I imagine they’ll see NDTV on a ride app or Times of India on a messaging app,” he says. “They’ll click on the content, and it will take them back to the publisher’s website. That’s the universality of content—making it accessible wherever people expect it to be.”
Taboola’s commitment to fostering an open internet remains unwavering. “Our mission is to make content relevant, universal, and open,” Singolda says. By leveraging AI, adapting to global markets, and empowering publishers and advertisers, Taboola is poised to lead the charge in the evolving digital landscape.
In conclusion, Singolda reflects on the role of collaboration and cultural exchange in shaping Taboola’s future. “Every culture brings something unique to the table,” he says. “That’s what I love about Taboola—it’s not just a company; it’s a global community.” With this mindset and a relentless drive for innovation, Taboola continues to redefine the possibilities of content discovery.
.jpg)
