Taboola expands NBC News partnership to include programmatic display ads

Taboola has announced an expanded partnership with NBC News to manage global programmatic display advertising on NBCNews.com and TODAY.com. This agreement marks the first time the advertising technology company will move beyond its decade-long focus on native advertising and content recommendations with the NBCUniversal News Group to handle broader display inventory.

The expansion will be powered by Taboola’s Realize platform, which is designed to facilitate performance-based campaigns for advertisers and agencies. While the companies have collaborated for over ten years, this new arrangement layers display advertising onto their existing relationship rather than replacing native placements.

Taboola CEO Adam Singolda stated that the move represents a shift toward outcome-driven results and supports the company’s goal of becoming an economic backbone for the open web outside of search and social media. Specific commercial terms, the duration of the agreement, and the exact date for the availability of display inventory were not disclosed.