Why Taboola Isn't a Fan of Facebook's Instant Articles

March 9, 2018
Updated 5mo ago

The CEO of content discovery platform Taboola says his company will bring in over $1 billion in revenue this year.

And the platform, which reaches 1.4 billion people a month, will continue to grow despite services like Facebook’s native Instant Articles.

“Our growth is a good sign that we can replace every banner ad out there with a beautiful Taboola recommendation,” CEO and founder Adam Singolda told Cheddar Friday.

The reason Singolda isn’t sold on native publishing services like Instant Articles is because they essentially disrupt the consumer’s “direct relationship with the publisher or the site” and do not necessarily drive those consumers back to the original site.

“I see it as a marketing vehicle,” Singolda said.

Tellingly, several prominent publishers such as The New York Times and the Guardian have stopped using Instant Articles altogether.

Recently, Facebook also announced it will start deprioritizing news articles in users’ news feeds and focus instead on posts from family and friends.

For the full interview, click here.