Taboola.com Ltd. reported a revenue of $1.91 billion for the fiscal year ending December 31, 2025, marking an increase of 8.3% from $1.77 billion in 2024. The company's gross profit also rose to $569.5 million, up from $534.2 million the previous year, reflecting a gross profit margin of approximately 29.8%. Notably, Taboola achieved a net income of $42.3 million, a significant turnaround from a net loss of $3.8 million in 2024. This improvement in profitability was attributed to a 6.2% increase in the number of scaled advertisers and a 2.4% rise in average revenue per scaled advertiser, driven by successful ad format testing with Yahoo.
In terms of operational metrics, Taboola's digital property partners increased to approximately 14,000, up from 12,000 in 2024. The company also reported a substantial growth in its scaled advertiser base, which reached around 2,200 clients, contributing to 84% of total revenues. The launch of the Realize performance advertising platform in February 2025 is expected to further enhance revenue generation by allowing bidding for ad placements, thereby diversifying the company's revenue streams.
Taboola's strategic initiatives included a significant share buyback program, with the company repurchasing approximately 76.9 million shares at an average price of $3.30 per share during 2025. The board of directors has authorized up to $200 million for future buybacks, reflecting confidence in the company's long-term value. Additionally, the company maintained a strong cash position, with $120.9 million in cash and cash equivalents as of December 31, 2025, despite a decrease from $230.4 million in 2024.
Looking ahead, Taboola anticipates continued growth driven by its expanding digital property partnerships and the successful adoption of its Realize platform. The company is also focused on enhancing its artificial intelligence capabilities to improve ad targeting and user engagement. However, it remains vigilant regarding potential risks, including market competition, regulatory changes, and economic conditions that could impact advertising budgets. The company’s management expressed optimism about sustaining profitability and growth in the coming fiscal year.
About Taboola.com Ltd.
Taboola is a technology company specializing in performance advertising and content recommendation. It connects advertisers with digital properties outside of search and social media, leveraging AI and first-party data to deliver targeted, measurable outcomes. Its platform supports various ad formats, enhances publisher monetization, and offers audience growth solutions, serving major digital publishers and advertisers globally with a focus on the open web and privacy compliance.
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