Yahoo Secures 30-Year Native Ad Deal with Taboola Amidst Economic Uncertainty
Yahoo has inked a 30-year exclusive pact with Taboola, a native advertising specialist, to handle its native ads. This union comes as tech titans like Meta and TikTok caution about advertisers tightening their purse strings due to economic uncertainty.
Taboola, famed for its native ads on prominent sites such as CNN and MSN, has witnessed its shares nosedive nearly 80% since last year. Nevertheless, Yahoo remains bullish on the alliance, securing a 25% stake in Taboola. Post the deal, Yahoo will split native ad revenues on its platforms with Taboola. Yahoo's CEO, Jim Lanzone, stays optimistic about the long-term prospects of digital advertising.
The alliance, sealed in January 2024, makes Yahoo Taboola's largest shareholder, but not the majority owner. Taboola's founder and CEO, Adam Singolda, retains the top stake. This collaboration enables Yahoo to harness Taboola's tech to bolster its native advertising prowess.
Yahoo's tie-up with Taboola, despite recent stock slides, underscores confidence in native advertising's future. The 30-year pact guarantees Yahoo a significant stake in Taboola, with both entities poised to benefit from shared revenue streams. As the tech sector navigates economic headwinds, this strategic move positions Yahoo to capitalize on the shifting digital advertising terrain.
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