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

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. 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.

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

So, I can go to USA Today 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 chance 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 our number one ad placement as a company. Taboola is a two-plus billion-dollar revenue company. So, seeing something that works so well for advertisers is exciting. And I think as we see here at Possible, the advertising communities are eager. They're like, "AI monetization, what's going on? Where is it going?"

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. 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 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. 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, an 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 it's going to be not only great for consumers but phenomenal for publishers and advertisers. And we need growth. 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, a very optimistic view of the future.

It's a very provocative area, I feel, because if you go to Claude Code now and say, "I'd like to buy search on Google. I'm trying to sell... Actually, 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, 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 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. Before Real Ads Plus, if you wanted to work with us, you would have to somewhat understand what you're trying to do. 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, the whole thing. And you get to see how it's being done. It's magic. 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, how we can drive more revenue to the open web and quality journalism.