@Taboola1: Why CTV Discovery is the Next Big Battleground for Performance Marketing
📅 Jan 07, 2026CES10 MIN77 VIEWS19 SEGMENTS · 2 SPEAKERS
Adam Singolda, CEO of @Taboola1, shares what the company is building that feels like science fiction—and the fundamental shifts he sees coming in 2026. He dives into Taboola’s push into connected TV, why discovery matters on the biggest screen, and how partnerships can unlock new outcomes for brands. Singolda also offers bold predictions on where attention and performance are headed next.
Questions asked in this interview
4
1:03Is that historically how you've been known or one of the things you're known for?
2:21And is the AI able to service things that it knows I will like, but that if it was a human curating that article at the bottom, the human might not have guessed I would have liked that?
4:50And then how should publishers, brands think about that?
7:18Do I think it's going to happen hundreds or thousands of times?
James Keki here at CES 2026 in the Sea Space Studio and I'm here with Taboola's CEO Adam Singolda. Adam, welcome back to the Sea Space Studio. You've had a long and weward journey away from us for many years and now you have returned to tell us all that has transpired and we welcome you back.
We are the largest performance advertising company driven by AI outside of the world and primarily Meta, Google, Amazon. So in the world of everyone looking to drive growth and sales for their business, everyone tries Google and Meta and Amazon as of recently, but then outside of those it's a mess. It's hard to scale. And we want to become the fourth company that advertisers can rely on and scale with. So the largest performance advertising company outside of the walled gardens.
And do people know you from putting ads on the bottom of articles? Like you scroll down to the bottom of an article and then you see additional articles or it looks like articles there and that's advertising, right? Is that historically how you've been known or one of the things you're known for?
So we started the company really as a recommendation engine. At the very beginning when I started, which is my first job out of the Israeli army, was to just help consumers discover more things they may like but never knew existed. If you were to go to CNBC, you could read an article and then it would say more things you may like. That's still about half the recommendations that we serve. So a lot of our publishers use our AI-powered recommendations to drive consumers to stick around, discover a video, an article, a product that they wrote on their own site. And then side by side to that, there's some sponsored messages much like on an Instagram feed. When you open your feed, you see your friends' posts organic, we call those, and in between you'll see messages from advertisers. So kind of a similar fashion. A lot of people, we interact with about 600 million people every single day across some of the most amazing publishers such as Yahoo and Disney, Apple News, NBC, USA Today, so many. And that's where people traditionally see us.
Yeah. And is the AI able to service things that it knows I will like, but that if it was a human curating that article at the bottom, the human might not have guessed I would have liked that?
You know, I think so much has changed as we think about consumer behavior. I mean, if you go back 20 years ago, it was all about contextual. We really believe that more of the same equals relevance. But now in a world of AI, it really opens up the horizon to imagine what else I may like and never knew existed. And a lot of times it's very counterintuitive. I may be in market, or in fact I may not even know I'm in market to buy a pizza oven. That would be such a good thing for my family to cook over the summer or something. But that is a new connection that I can make.
9 more exchanges in this transcript
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Singolda, A. (2026, January 7). @Taboola1: Why CTV Discovery is the Next Big Battleground for Performance Marketing [Interview transcript]. CES. CEOInterviews.AI. https://ceointerviews.ai/interview/629160/
MLA
Adam Singolda. "@Taboola1: Why CTV Discovery is the Next Big Battleground for Performance Marketing." CES, 7 Jan. 2026. Transcript, CEOInterviews.AI, https://ceointerviews.ai/interview/629160/.
BibTeX
@misc{singolda2026_629160,
author = {Adam Singolda},
title = {@Taboola1: Why CTV Discovery is the Next Big Battleground for Performance Marketing},
howpublished = {Interview transcript, CES. CEOInterviews.AI},
year = {2026},
month = {jan},
url = {https://ceointerviews.ai/interview/629160/},
note = {Speaker-attributed transcript with timestamps}
}
