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Publishers including McClatchy, Ströer, and iMedia adopt Taboola’s new Header Bidding Solution

Taboola has announced 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 network of publisher partners.

Taboola, the content recommendation platform, has launched Taboola Header Biddinga new capability that pitches it head-to-head with ad tech vendors in the programmatic ecosystem.

According to the publically listed tech company (Nasdaq: TBLA), the new solution will empower advertisers to reach new supply within Taboola’s extensive network of 9,000 publisher partners using IAB-standard display placements. These advertising display units are in addition to Taboola’s content recommendation widgets.

According to Taboola, the solution will give advertisers working with the company ‘even more visibility in prominent locations across trusted publishers’ in verticals from local news, sports, entertainment, finance, and more.

Publishers will benefit through increased auction density across display ad inventory, which Taboola’s Founder, Adam Singolda, says will result in a “stronger and healthier display marketplace”. 

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.

Adam Singolda, Founder and CEO, Taboola

As part of a soft launch, over 50 publishers are already using the solution including McClatchy, Ströer, iMedia as well as a number of other unnamed publishers. Phased rollout will continue into 2023.

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

Tony Berg, Chief Revenue Officer, McClatchy