• by Laurie Sullivan  @lauriesullivan, October 5, 2023

Taboola now supports advertisers wanting to access Yahoo’s portfolio of sites. Any advertiser can now start running native advertising on Yahoo’s properties, such as Yahoo Finance and Yahoo Sport, through the Taboola advertising platform.

The company estimates the 30-year partnership with Yahoo -- which closed in January 2023 -- and went live this week, will drive $1 billion in annual revenue, according to Dave Struzzi, Taboola spokesperson.

When asked to cite the biggest challenge, Struzzi pointed to the ability to service a large number of new advertisers and significantly increase scale, saying the biggest challenge is ensuring that the integration is a seamless process.

“We had to have everyone internally, from engineering, sales, marketing, account management aligned and laser-focused, as it’s one of our key company priorities,” he said.

Since January, both companies have been working on integrating technologies. It has rolled out in select international markets with positive feedback from advertisers.

This week’s news marks a milestone in the partnership — the supply is fully available globally, including the U.S., giving advertisers the ability to buy ads across the Taboola network and Yahoo. 

Together with Taboola’s more than 9,000 publisher partners, including CBSi, CNBC, BBC, and The Independent. The partnership with Yahoo gives brands massive reach into the lives of hundreds of millions of consumers worldwide.