El CEO de Taboola, Adam Singolda, explica cómo la IA está transformando su plataforma

🎥 Apr 28, 2026 📺 New York Stock Exchange ⏱ 5m 👁 2 views

About Adam Singolda

Adam Singolda, CEO and founder of Taboola, discussed the company’s new AI-driven products at the Possible Miami marketing conference in April and June 2026. He introduced DeeperDive, a search and answer tool that allows users to ask questions in natural language on publisher sites, and Real Ads Plus (also referred to as Realize Plus), an agentic advertising platform that automates campaign creation and management. Singolda said DeeperDive increases user engagement and ad revenue for publishers, describing it as “our number one ad placement as a company.” He also announced a skill for Anthropic’s Claude that lets advertisers manage Taboola campaigns through the AI assistant. Singolda expressed optimism about the adoption of AI in advertising, stating that within a year most of the internet would have an AI answer engine. He positioned Taboola’s tools as serving publishers, OEMs, and apps, in contrast to OpenAI’s ChatGPT and Google’s Gemini. He noted that Taboola pays publishers and partners approximately $1.5 billion annually, and argued that OpenAI would face challenges entering the advertising business due to the need for advertiser relationships and integrated workflows. In a podcast with Dan Nathan, Singolda said he evaluates AI investments by whether they accelerate growth or improve margins, rather than by productivity metrics alone.

Source: AI-verified profile updated from Adam Singolda's recent appearances. Browse all interviews →

Transcript (10 segments)

✨ AI-enhanced transcript with speaker attribution

Narrator0:00

Now, earlier this spring, leaders from across the advertising space convened at the Possible Miami Marketing Conference and Expo. That includes Taboola CEO Adam Singolda, who has spearheaded new AI initiatives like deeper dives search and answer solution for publishers. Our Kristen Scholer was on the scene and spoke with Singolda before the Knicks game five win over the Hawks in the first round of the NBA playoffs about how its AI offerings stand out. Let's take a listen.

Adam Singolda0:27

So, today, if you go to a publisher, the traditional experience is there's a homepage. I may click on something to read an article. I may read one more article. But, that's what we've been doing for the last 30 years. We used to have a site search. You know, it's still there, but it's not really being used. With deeper dive, I can ask any question in my own language. I don't have to be searching. I don't have to be discovering. I can ask it in any way that's on my mind. Let's take an example. I like the Knicks.

Kristen Scholer0:55

Yes.

Adam Singolda0:56

There's a very important game tonight at 8:00 p.m., which we're obviously going to win.

Kristen Scholer0:59

Yes.

Adam Singolda1:00

So, I can go to USA and say, "What are the chances the Knicks win the championship? It's a big game tonight. What do you think?" And then it will give me a very brief answer. But, then it will say, "Here are seven things you should read about it." And the performance of that is just unbelievable. The chances I read one more thing is 10, 15, 20%. So, people are really leaned in. And then for advertisers, we show an ad as part of the search results like in Canada Google does. And the performance for advertisers is just, it's our number one ad placement as a company. And Taboola is a two plus billion-dollar revenue company. So, if you see something that works so well for advertisers is exciting. And I think as we see here at Possible, the advertising communities, they're eager. They're like AI monetization, what's going on? Like, where is it going?

Kristen Scholer1:55

Okay, so before we get to that, what's the feedback that you're getting from publishers on deeper dive?

Adam Singolda1:59

Everybody wants to talk about AI. AI is a real thing. No one is questioning whether something will happen. We're seeing some publishers that go all in with us. You know Mike Reed, the chairman and CEO of USA Today, not only was the first one but also spoke to investors about it. I was invited to all hands, 10,000 employees. And we talked about the AI revolution. So you're seeing kind of executives that are very leaned in and saying, "We don't want to catch up. We want to be first. We want to make mistakes. We want to fix those." And I think that's really fun. But also that's how you innovate, in a big way. And then I think others are trying to see and learn what others are doing. There's not... When we do this, hopefully you and I in a year from now, I'm pretty sure that most of the internet will have an AI engine, answer engine that I can interact with. We hope that's going to be deeper dive. Because while ChatGPT focuses on ChatGPT, Google focuses on Gemini, we want to focus on everybody else. OEMs, publishers, apps. And again, I think there's going to be not only great for consumers but phenomenal for publishers and advertisers. And we need growth. You know, we need all the growth we can get in times where search traffic is going down a little bit. Too much change. This is to me very optimistic view of the future.

Kristen Scholer3:33

So let's talk more about the future and what the agentic outlook looks like for advertisers.

Adam Singolda3:39

It's a very provocative area, I feel like, because if you go to Claude Code now and say "I'd like to buy search Google. I'm trying to sell... My wife has a flower business. She says, 'I want to find clients.'" Historically, she would have to go open an account with Google, open an account with Facebook, open an account with Taboola, maybe open an account with some CTV company. And now with Claude, you can, she can tell Claude what she's trying to do, and Claude will do a lot of it on her behalf. So, one we launched a skill for Claude, so you don't have to, Claude doesn't have to go and open a browser and go to Taboola. You can just talk to Claude about your open web advertising goals, and Claude will do it for you with Taboola. So, that is incredible from your own computer. You talk to Claude, Claude's talking to Taboola, Taboola's talking to the rest of the internet, and you sell flowers. And the second thing we've done is we launched Real Ads Plus. And that is similar to what Google has, which is called Performance Max, or Facebook's called Advantage Plus. And those products are essentially fully agentic in the way that before Real Ads Plus, if you wanted to work with us, you would have to somewhat understand what you're trying to do. You could, you know, you may say I want to find clients in the US. Here's a campaign for that. I want to find clients in Europe. Here's a new campaign for that. Mobile clients, desktop clients, different goals, different creatives. It can get complicated, which is fine if you have the in-house team and know how to do it. But what if you don't? So, with Real Ads Plus, you can let our agentic AI take over your objectives, and we open and close campaigns for you. We generate creatives for you, videos, thumbnails, like the whole thing. And you get to see how it's being done. It's magic. You know, and so, between that and the Claude skill that we launched just 3 days ago, I can't wait to see how clients are using it. And more importantly even how we can drive more revenue to the open web and quality journalism.