Laura Martin, an analyst from Needham, maintained the Buy rating on Taboola.com (TBLA – Research Report). The associated price target remains the same with $4.00.
Laura Martin’s rating is based on Taboola.com’s strategic expansion and unique competitive advantages. The company is broadening its market reach by incorporating display advertising, which is expected to double its total addressable market. This move is crucial as it addresses the current demand shortfall following the integration of Yahoo’s supply, allowing Taboola to enhance its pricing power and auction dynamics.
Additionally, Taboola’s possession of first-party cookies through exclusive publisher contracts gives it a significant edge over competitors who rely on third-party cookies. This data advantage not only improves decision-making and conversion rates but also positions Taboola uniquely in the Open Internet space. These factors collectively contribute to Laura Martin’s positive outlook and Buy rating for Taboola.com.