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“Yahoo is buying 25 percent of Taboola” is a thing smart people in advertising have to say out loud today.
Taboola is best known as one of the two main companies that power the ever-present clickbait chumbox at the bottom of pages all over the web. (The other is Outbrain. Yes, they tried to merge, but the deal fell apart.) Yahoo is best known as Exhibit A in Why Mergers Are Bad. Together, they will confuse and annoy a rapidly-aging audience as part of a 30-year ads deal which, god bless them for assuming anything will last that long.
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