Taboola Renews Pact With Associated Press For Header Bidding Integration

Taboola.Com Ltd. TBLA renewed its partnership with the independent global news organization the Associated Press.

AP News will implement various new Taboola features, including a header bidding integration through AP's relationship with Sovrn as a header bidding wrapper and managed service provider. 

"We are excited to introduce new Taboola offerings like header bidding, which will further support their high caliber journalism by providing more ways for them to grow through monetization," said Adam Singolda, CEO and founder of Taboola.

Also Read: Taboola To Double Revenues After Yahoo Integration: Analyst's Positive Outlook For 2024 And 2025

Publishers benefit from Taboola header bidding by driving higher bid density and higher yield with their existing display ad units. 

AP News will also incorporate video reel placements, which drive higher user engagement while also opening up new premium demand channels.

"We look forward to continuing our work with Taboola as we take steps to increase engagement with our AP News audience," said Drew Stoneman, AP vice president of consumer revenue.

Price Action: TBLA shares are trading lower by 3.02% to $3.38 at publication Wednesday. 

Read Next: What's Going On With Bank Of America (BAC) And Wells Fargo (WFC) Shares