Apple Taps Taboola for Native Advertising Integration in News and Stocks Apps

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Tech giant Apple has struck a major deal with digital advertising company Taboola. This agreement, announced on Tuesday, will see Taboola manage native advertising placements within the popular Apple News and Stocks apps, significantly boosting Taboola’s presence and offering a new avenue for Apple’s advertising ambitions. 

The news sent Taboola shares soaring by nearly 11%, reflecting the significance of this partnership. Taboola, headquartered in New York, is a leader in native advertising, a form of advertising designed to seamlessly blend with the surrounding content. This approach often results in a more user-friendly experience compared to traditional banner ads.

Under this agreement, Taboola becomes an authorized advertising reseller for Apple. This means Taboola will be responsible for securing and managing native ad placements within the feeds and articles displayed in the Apple News and Stocks apps. These placements will be targeted towards specific publishers chosen by Taboola, ensuring a curated selection of ads relevant to the content users are consuming.

This deal wasn’t entirely unexpected. Industry publication Axios first reported on the potential partnership earlier. While Apple hasn’t yet commented on the agreement, analysts predict it could be a significant revenue driver for the company. Though Apple doesn’t disclose its advertising revenue separately, market research firm eMarketer estimates Apple’s ad revenue could reach $10.34 billion in 2024. Expanding its advertising business offers Apple a way to boost profits without resorting to price increases for its popular devices like iPhones and iPads.

This move by Apple aligns with a previous advertising expansion in June 2022. Back then, Apple extended its exclusive advertising reseller agreement with NBCUniversal, a media unit of Comcast, to the UK market. This signaled Apple’s growing interest in the advertising sector.

The integration of native advertising in Apple News and Stocks apps presents an exciting opportunity for both companies. Taboola gains access to a massive and valuable user base within the Apple ecosystem, while Apple can leverage Taboola’s expertise to introduce non-intrusive, relevant advertising that enhances the user experience. This partnership is likely to be closely watched by the advertising industry, with the potential to influence future trends in mobile app advertising.