Taboola.com (TBLA) investor relations material

Company positioning and market overview

• Operates as a leading performance advertising platform outside of Google, Meta, and Amazon, serving over a billion users monthly and thousands of publishers and advertisers globally.

• Focuses on the open web, providing a two-sided marketplace for advertisers and publishers, with direct relationships and proprietary technology for user identification and experience optimization.

• Business model is 100% cost-per-click (CPC), emphasizing measurable performance outcomes for advertisers.

• Core strengths are in high-consideration verticals such as personal finance, home and garden, automobile, healthcare, and e-commerce.

• Sees limited exposure to search-driven traffic, mitigating risks from AI-driven changes in search behavior.

Product innovation and growth drivers

• Realize, the advertising console, enables advertisers to use multiple creative formats and access diverse supply, including display and native, all on a CPC basis.

• Realize has driven faster growth rates and increased the number of scaled advertisers, with a focus on expanding into display and new supply types.

• Predictive audiences and AI-driven features like Abby are enhancing advertiser performance and self-serve adoption, though still early in financial impact.

• Taboola News, integrated on OEM devices like Samsung and Xiaomi, is among the fastest-growing segments, driven by more devices, countries, and improved revenue per user.

• E-commerce and the creator economy are significant and growing contributors, with creators leveraging the platform for product promotion and conversion.

AI and technology strategy

• Early adoption of generative AI and LLMs, with the launch of Deeper Dive, an AI-based search and recommendation engine for the open web, monetized through high-converting ads.

• AI is integrated across departments to drive productivity, with R&D leading in code generation and operational efficiency.

• Believes AI will become a commodity, making data and distribution the key differentiators for future success.

• Expects LLM-driven advertising to become a major industry trend, with significant revenue potential as user engagement shifts to conversational interfaces.