Taboola partners with Samsung to expand user reach for news recommendations

The New York City-based adtech company, Taboola has partnered with Samsung to serve news recommendations for Samsung News, the news app found on Samsung mobile devices worldwide. With this tie-up, the users of Samsung smartphones can access all the news content recommended by Taboola's engine directly from their Samsung News app.

Taboola provides Realize, a performance advertising technology platform that businesses can use to reach their target audiences worldwide. The platform reaches 60 crore daily active users worldwide. In India, the publishers including Times of India, NDTV, and CNBCTV18, among others, use Taboola’s technology.

“With this partnership, we are giving more of their customers access to relevant and engaging news. Today’s news reflects our long-term relationship with Samsung–delivering personalised content recommendations for users, driving traffic to publishers, and providing device users with great mobile experiences,” said Adam Singolda, CEO at Taboola.

Samsung launched its Samsung News app in April 2023 for all Samsung's Android-powered smartphones and tablets. It competes with Apple News, the app that Apple introduced for iOS devices in 2015. According to a report by Canalys, Samsung overtook Apple in the smartphone market with a 20% share and 6.05 crore units shipped in Q1-2025. Apple stood a close second with a 19% share, fuelled primarily by the growth it witnessed in the US market.