Adam Singolda
Analyst · Needham. Your line is open.
Yes, so first of all, and good morning Laura, hi. So first of all, it's important to remember that Taboola's supply and Taboola's demand are both unique to us. So if you think about, if you go to ESPN or CNBC or BBC or any one of our publisher partners what we actually create the real estate we create on those publishers does not look like anything that the trade desk is looking to achieve with open path, right? So we serve two things both editorial recommendations, as well as paid recommendations, you cannot replace that with any form of just in our banner or single ad. So from a supply perspective, it's very unique, it's very native, so that's from that perspective, the demand is also unique, because most of it is performance advertising, supplemented by about 15% of brands and agencies. So both of those dynamics make it quite unique and not something that we believe is in the same addressable market is what the trade desk is looking to replace. The second point I'll make is that over time, as I look into the next 2022 -- the next 10-years, in any case I suspect banners are at risk of being dissolved, because if you can imagine, and I mentioned that in my letter, we're seeing really good momentum replacing banners with this sort of carousel experiences that are half editorial and half paid and the paid portion is either e-commerce, video or native advertising. And if you think of from a publisher perspective, any banner I have, homepage, middle of the page, section front that anyone can potentially buy would I prefer to sort of a banner or would I prefer to make the sentiment of money or more and then have half of it actually engage my users with editorial content. And that's a very hard competition, so we're seeing good momentum there and I mentioned in E-Online, NBC Sports, South East and others and I think over time that is where Taboola will grow the most, which is 10s of billions of dollars of banners that will be replaced by basically this paid recommendations and editorial recommendation.