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Taboola, the world’s largest content discovery platform – otherwise known as the “You may like this” links at the end of many news articles – just scored another acclaim from comScore. In December, comScore gave Taboola the #1 spot on their distributed content network report and in their latest report, Taboola has surpassed Yahoo, Google, and Facebook, among other syndicated ad focused entities, in reaching U.S. desktop users.
Adam Singolda, founder and CEO at Taboola, said in a statement,“The latest numbers from comScore validate our continued efforts towards our vision of building a new category we call ‘discovery,’ connecting people with content they may like and never knew existed, alongside search and social. Consumers are awash with information, and we’re excited about the opportunity to create new ways for brands and publishers to break through and engage with audiences across the web, providing meaningful scale and ROI-driven storytelling.”
According to comScore’s latest findings, Taboola reaches nearly 88 percent of U.S. desktop users, more than Google’s (86.2%), Facebook’s (61.5%), and Yahoo Sites’ (60.3%) ad focused strategies.
Despite adtech‘s difficult year, including the rise in popularity of services like Adblockers, Taboola seems to be continuing to grow aggressively. For a moment, the downturn impacted Taboola’s valuation quite drastically. Toward the end of 2015, Fidelity downgraded their valuation by about half. But in late December, Fidelity upgraded their valuation again.
As other adtech firms will undoubtedly close this year, it will be interesting to see how Taboola potentially becomes a larger player, perhaps acquiring smaller ad tech firms before they enter the public market, which this reporter doubts they will do any time soon.