Taboola
The largest native ad network; its recommendation boxes on news sites are the classic native-to-search source.
New York, USA · founded 2007 · taboola.com
TBLA NASDAQ
What Taboola does
Taboola runs the boxes of recommended links that sit under articles on news sites. Publishers are paid to carry them, and advertisers pay per click to appear in them. This is native advertising delivered through a content recommendation widget.
Search arbitrage has been one of the steady buyers of those clicks for more than a decade. A buyer places a headline in the widget, the click lands on a page of search terms or an article, and the search ads earn the money. The industry calls it Native-to-search.
Taboola went public in 2021 by merging with ION Acquisition Corp at a $2.6 billion valuation, after a planned merger with its rival Outbrain was abandoned in 2020. In 2021 it bought the e-commerce network Connexity. Under a 30-year deal that closed in January 2023 it sells the native ads on Yahoo's sites, and Yahoo owns just under 25% of it. In 2025 it launched Realize, a platform aimed at performance advertisers.
How it makes money
Advertisers pay per click or per result; Taboola pays publishers a share for the space, a cost it reports as traffic acquisition cost, and keeps the difference.
Where it meets invalid traffic
Native widgets have been criticised for low-quality and misleading ads. Networks review creatives and landing pages, and the FTC's guidance says such ads must be clearly recognisable as advertising.
Products
- Taboola Feed
- Realize
- Taboola Ads
- Connexity
Quarterly revenue
From SEC XBRL filings · latest quarter +2.4% year on yearQuarterly net income
| Fiscal year | 2021 | 2022 | 2023 | 2024 | 2025 |
|---|---|---|---|---|---|
| Revenue | $1.4B | $1.4B | $1.4B | $1.8B | $1.9B |
| Net income | $-25M | $-12M | $-82M | $-3.8M | $42.3M |
| Diluted EPS | $-0.26 | $-0.05 | $-0.24 | $-0.01 | $0.13 |
Earnings, explained
Taboola beats Q2 guidance, raises 2026 profit outlook
Taboola reported Q2 2026 revenues of $476.8 million, up 2.4% from last year. Ex-TAC Gross Profit grew 11.8% to $192.4 million, and Adjusted EBITDA rose 22.8% to $55.5 million. The company posted net income of $4.3 million, reversing a net loss of $(4.3) million a year ago. Taboola raised its full-year 2026 guidance for ex-TAC Gross Profit and Adjusted EBITDA.
Taboola's results show improving profitability and strong execution in performance advertising, despite only modest revenue growth. Raising guidance suggests management is confident in continued momentum and operational efficiency.
SEC filings
EDGAR| Filed | Form | What it is |
|---|---|---|
| 2026-08-05 | 10-Q | Quarterly report |
| 2026-08-05 | 8-K | Results of operations (earnings) · Regulation FD disclosure · Financial statements and exhibits |
| 2026-06-10 | 8-K | Shareholder vote |
| 2026-05-06 | 8-K | Results of operations (earnings) · Regulation FD disclosure · Financial statements and exhibits |
| 2026-05-06 | 10-Q | Quarterly report |
| 2026-04-30 | DEF 14A | DEF 14A |
| 2026-02-25 | 10-K | Annual report |
| 2026-02-25 | 8-K | Results of operations (earnings) · Regulation FD disclosure · Financial statements and exhibits |
| 2025-11-12 | 8-K | Material agreement · Financial statements and exhibits |
| 2025-11-05 | 10-Q | Quarterly report |
| 2025-11-05 | 8-K | Results of operations (earnings) · Regulation FD disclosure · Financial statements and exhibits |