Taboola unveils Taboola Header Bidding to empower advertisers to reach new supply

Taboola has unveiled Taboola Header Bidding, a new capability that expands on the native bidding service originally launched in April 2022, empowering advertisers to reach new supply across Taboola’s extensive network of publisher partners.

Publishers using Taboola Header Bidding generate incremental revenue from existing display ads inventory and to date, top publishers McClatchy, Ströer, iMedia and many others are already live.

With Taboola Header Bidding, advertisers can now use Taboola’s advanced AI and unique first-party data to seamlessly connect with 500 million daily active users across IAB-standard display placements on its large publisher network.

This gives advertisers working with Taboola even more visibility in prominent locations across trusted publishers in verticals from local news, sports, entertainment, finance and more.

Publishers benefit from Taboola Header Bidding by driving significantly more monetisation with their existing display ad units. Using this product, Taboola’s publishers can tap into unique native advertising demand working with 15,000 direct advertisers, immense first party data, and AI. This helps publishers increase auction density across display ad inventory, resulting in a stronger and healthier display marketplace.

Adam Singolda, founder and CEO at Taboola, said: "I’m excited to expand our partnership with 15,000 of our advertisers, providing them a broader opportunity to reach their target audiences and driving lower acquisition costs."

"It is critical to help drive strong performance to advertisers and businesses all around the world, especially during times when social networks and privacy are in play. In working with some of our top publishers, feedback has been incredible.

"We’re not only able to provide value by generating incremental revenue from existing display placements but also by making the display marketplace healthier. We have a unique proposition given our massive first party dataset, our direct advertisers and AI -- and I’m excited to make this available to 9,000 of our publishers in years to come."

Adam Singolda

Tony Berg, McClatchy’s chief revenue officer, looks forward to the added benefits this collaboration offers advertisers. He said: "Taboola continues to be a strategic partner for us. Working with them on their header bidding technology strengthens our relationship even further. Their expertise in AI coupled with their strong advertiser relationships will create increased revenue opportunities." 

“Taboola has been a long-time partner of ours and has shown a commitment to collaborating on products that drive our business forward. We’ve integrated their products holistically because of their strength in making our properties more appealing to both advertisers and readers. More relevancy for ads on our site means a better experience for readers, while also giving advertisers the chance to tap into millions of very engaged and savvy readers.

Abdelkader Barjiji, senior vice president product management programmatic and data at Ströer and managing director at Yieldlove, said: "We are pleased to be the first sales house in DACH using this innovation within our Header Bidding solution powered by Yieldlove."

Ströer is the first sales house in the DACH region to use Taboola’s Header Bidding capabilities and in doing so, continues its use of a variety of Taboola offerings. Most recently, the companies announced an extended partnership through 2028.

Matt Leardini, president of iMedia Digital Services, said: "Taboola has been our trusted, long-time partner and their new header bidding product is very exciting to us."

"Over our long partnership, their technology has given us clear competitive advantage. With Taboola header bidding, we've got incredible new potential to grow our business together."