Yahoo is acquiring nearly a quarter of the advertising network Taboola. In exchange for this move, Taboola is becoming Yahoo’s native advertising partner through a 30-year commercial agreement.
“Through the partnership with Taboola, Yahoo is able to improve the contextual and native offerings within our integrated ad stack. In addition, by enhancing user, advertiser, and publisher experiences across properties and taking advantage of the long-term tailwinds in digital native advertising, the partnership enables Yahoo and Taboola to remain competitive in the market, according to Yahoo CEO Jim Lanzone.
As part of the agreement, Yahoo will hold a 24.99% stake in Taboola, making it the advertising network company’s largest shareholder.
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