• by Laurie Sullivan  @lauriesullivan, July 16, 2024

Taboola confirmed on Tuesday that the company has struck an agreement with Apple to power native advertising in the Apple News and Apple Stocks apps.

The deal makes Taboola an authorized Advertising Reseller for Ads on Apple News and Apple Stocks, as the company now powers native advertising within these apps in all markets where the apps are available, including the U.S., U.K., Canada and Australia. Axios first reported the story, which Taboola confirmed to Media Daily News.

Apple News is the most used news app in the U.S., U.K., Canada and Australia, with millions of people using it to access quality journalism on publisher sites, as well as feeds curated by editors. 

Apps are available across Apple devices — on iPhone, iPad, and Mac. These apps enable top brands and agencies to reach premium audiences, which is part of Taboola’s strategy.

Taboola's business grew to more than $1.4 billion in annual revenue as of 2023. In Q4 2023 earnings report, Taboola said it continues to benefit from rapid adoption of its “AI offerings, and we assume yield expansion this year after two years of softness.”

Taboola CEO Adam Singolda often publicly refers to AI as “advertising in a box” when talking about how to support brands and clients.

The 30-year exclusive commercial agreement announced in January 2023 with Yahoo continues to grow in importance for Taboola with help from AI, crossing $100 million in Q1 2024. In the report, Taboola referenced another partner it would announce soon in addition to Yahoo, but did not name the brand.

A spokesperson confirmed that Apple was the brand mentioned in the report.

In March, Apple acknowledged it had tested an AI-powered ad-buying tool for the App Store that would automatically determine where to place ads.

eMarketer, which is owned by Axel Springer, also parent company to Business Insider, estimates Apple’s worldwide ad revenues will total $10.34 billion this year.