This article discusses the shift in advertising towards outcome-oriented models, driven by Google and Meta, which presents an opportunity for open web ad tech companies. It highlights Taboola's pivot to a "Performance beyond search and social" message as an example of embracing this 'Outcomes Era.' The analysis suggests open web ad tech can compete by offering transparent outcomes, independent verification, and data control, differentiating themselves from walled gardens.
For open web ad tech, the immediate implication is that outcome-driven messaging is now table stakes: Taboola has already replaced a quality-first pitch with a performance-first one. The competitive angle is sharper than that, though — Joe Zappa argues open web players can differentiate against Google and Meta by emphasizing transparent measurement, independent verification, and advertiser data control, not just outcomes. That matters in streaming-adjacent monetization because the open internet’s pitch is now tied to both performance and trust. Watch whether more companies echo Taboola’s exact framing — “performance beyond search and social” — or add transparency and control language to their own positioning.
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