Taboola CEO Adam Singolda on Paramount ad partnership, ad industry evolution and impact of AI

Partnership and Strategy - Tabula partners with Paramount to combine high-impact TV ads with the performance of the open web, using Tabula's AI technology called "Realize" [3] - Advertisers can access Tabula's reach through Paramount's dashboard, extending their budget to the open web to find conversions and clients [6] - The partnership aims to bring an Amazon-like workflow to broadcasters, allowing advertisers to track conversions beyond retail [9] Advertising Industry Trends - The TV industry is undergoing a revolution as advertisers seek performance-based advertising solutions [2] - Advertisers are moving away from simply placing ads on TV and hoping for results, towards tracking actual conversions and subscriptions [2] - The partnership starts with Paramount's small business advertising service and will be available across all Paramount properties by Q1 [8] AI and the Open Web - Tabula is optimistic about AI's role in the open web, believing it benefits both consumers and advertisers [13] - Trusted publishers like CNBC and USA Today are seen as more valuable for important decision-making than AI chatbots [13][14] - Authenticity and trust are increasingly important to consumers, especially the younger generation [15]