NASDAQ-listed Taboola revealed the rapid growth of its Taboola News offering, expecting revenue to exceed $US50M in 2022, and projecting half a billion visits to publishers on the open web in 2022.
Using Taboola’s large network of publishing touchpoints, Taboola News integrates recommendations from Minus One screens, news notifications and browser applications. Taboola News’ latest offering brings editorial recommendations into the fray, with the product now live in over 80 markets around the world.
CEO and founder of Taboola Adam Singolda said: “I’m so excited to be on his important journey with our OEM and publisher partners and friends, making the open web strong and available for billions of people. This is our mission, and Taboola News is a fundamental part of it as publishers are looking to get new and loyal audiences.”
A central ethos of Taboola News is to combat untrusted news sources on social networks, which Mediaweek reported on in August this year. A report from Pew Research Center shows that mobile apps are the main source which people go to for the latest news on politics, health and local news, despite the high prevalence of misleading and false information.
A March 2022 analysis from NewsGuard found that users were presented with false and/or misleading content about the war in Ukraine within 40 minutes of signing up to TikTok. To combat this, Taboola News aims to provide its audiences with trustworthy news access by providing direct access to a curated list of top publishers’ information.
Singolda said: “The vast majority of consumers get news via mobile and Taboola News is now core to that experience. I’m concerned about a future where our kids will discover science, health care and politics on TikTok, and I think our mission is critical to ensure that high-quality editorial content thrives and provides the compass our future generations need.”