The Rebooting Show Google wants search to die
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Mar 4, 2026 Adam Singolda, founder and CEO of Taboola, built a business around open web publishing and ad recommendations. He discusses AI-driven features like Deeper Dive and how conversational models change site search. He explores shifting monetization models, why GEO matters more than traditional SEO, and how publishers can adapt to AI-driven product and revenue shifts.
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Networks Solve The Advertiser Scale Problem
- Publishers lacked scale to run tens of thousands of performance advertisers, so networks like Taboola matched demand across 11,000 publishers.
- That aggregation let Taboola act as publishers' performance arm while publishers sold premium direct deals.
AI Threatens SEO-Dependent Small Sites
- AI will reshape search traffic and threaten smaller sites that relied on SEO; Google will push Gemini LLM experiences over blue-link search.
- Mid/long-tail publishers will likely migrate into creator platforms or subscription/commerce models.
Invest In Direct Relationships And Onsite AI
- Publishers should build direct relationships and adopt AI to personalize and provide LLM experiences to increase ARPU.
- Adam points to personalized homepages, newsroom augmentation, and on-site LLMs as concrete ways to grow revenue.