Launched in 2006, Taboola intends to offer a real alternative for advertisers wishing to broadcast their marketing content in a highly editorial environment, while keeping control of their media data. A way of competing with the walled garden of the big editors like Google and Facebook (or even Snapchat). In May 2017, the company created Taboola Feed, a mobile feed inspired by social networks like Instagram, to better cater for the browsing habits of its users. The experience led Adam Singolda, CEO, to comment on the apparent success of the platform, which now has 20 billion clicks per year on its service.