Taboola partners with LG to bring TV performance ads to open web
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Taboola, the publicly traded ad tech company, is partnering with LG's advertising division to bring performance advertising from LG's TV ecosystem to the open web.
Why it matters: It's the first time Taboola has inked a deal with a television manufacturer to expand its native advertising product.
- In October, Taboola inked a deal with Paramount to extend the reach of the TV programmer's small- and medium-sized advertising partners across the open web.
Zoom in: The new deal with LG Ad Solutions is different because LG's footprint is global and because its advertising partners are bigger, enterprise clients, said Taboola founder and CEO Adam Singolda.
- Because LG has its own TV sets, it also has more control over the distribution of its ad campaigns, per Serge Matta, LG Ad Solutions president.
How it works: The companies will offer a new "Performance Enhancer" tool to expand the ads and messages from LG's connected TV (CTV) advertising partners to the inventory of Taboola's existing publishing partners on the web and social media.
- The tool will leverage Taboola's Realize AI tech, which allows publishers to sell performance ads across the open web.
- Taboola's Paramount deal marked the first time it worked with a TV company to expand the use of its Realize AI tech.
- The LG deal marks another critical expansion of that tool to the CTV market, which could help expand Taboola's business meaningfully.
Zoom out: Having offered native advertising solutions to publishers on the open web for nearly two decades, Taboola has racked up a sizable customer base of over 9,000 publishing partners that reach roughly 600 million daily active users.
- Matta cited the quality of those publishers, having been curated and pre-vetted by Taboola, as one of the reasons he's optimistic about the deal.
The big picture: TV offers advertisers the ability to reach a wide group of people at once, but TV ads can be tougher to measure than digital ads.
- By partnering with Taboola, TV companies can offer their clients the ability to connect their TV ads to performance ad campaigns on digital, where there are very tangible engagement metrics, like click-through rates, that are easier to measure.
The bottom line: "It's a more efficient, more measurable, and more connected way to plan media," per Matta.
