Market
Taboola takes NBC News' programmatic display, exclusively. What to check before signing something similar
Programmatic Spain reports that Taboola will manage, on an exclusive basis, the programmatic display advertising of NBC News across its global properties, including NBCNews.com and TODAY.com, through its Realize platform. Any third-party advertiser that wants that display inventory goes through Taboola. NBC keeps premium video and its direct sales.
The deal extends a ten-year relationship that until now covered native only. Taboola says it works with about 13,000 advertisers and 9,000 publisher sites, and is moving from recommendations into programmatic display, with Microsoft as another recent display partner.
For a publisher considering something similar, three questions decide whether the exclusivity is worth it. Which inventory exactly is exclusive, per slot and per format, and what stays free. How the revenue share is calculated, gross or after platform costs. And what happens to formats the partner does not run: an exclusivity written broadly enough can block video or in-content units the publisher wanted to add later.
Exclusivity is not a problem by itself. Unmapped exclusivity is. Our contracts are per format, so a publisher can keep its native partner and still add anchor, in-article or search units on new space, without conflict.
Sources and reading
Programmatic Spain: Taboola gestionará en exclusiva la publicidad display programática de NBC News