'Creative Dealmaking': What Yahoo's Stake in Taboola Says About Ad Tech's Next Phase of M&A

The combination of exclusivity and equity provides a unique playbook in a choppy M&A market


Yahoo entered into an agreement to acquire a roughly 25% stake in Taboola, the companies announced Monday. The deal will make Yahoo the content recommendation ad-tech firm’s largest shareholder and grant Yahoo a board seat.

While there are benefits for both companies under the terms, this more unique deal is characteristic of an uncertain economic climate.

Under the terms of the deal, Taboola will exclusively power Yahoo’s native advertising for 30 years, a staggering length given the fast-paced nature of digital advertising (30 years ago, web and mobile advertising didn’t exist).

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