TABOOLA

FOR PUBLISHERS

Content Quality

LMA Fest

SEP. 24

Diego Meira

WHY QUALITY IS IMPORTANT FOR PUBLISHERS

• Are not compliant with Google, Meta and other platforms policies and can result in blocks
• Ad Adjacency - Advertisers can decide to not spend on a website that uses low quality ad providers
• If a user has a deceptive ad experience on a website, he will blame the publisher and wont return

Bad ads hurt readership and loyalty

"For publishers, delivering a positive user experience is paramount to ensuring loyalty and safeguarding monetization opportunities" - GeoEdge

BAD ADS

The publisher’s guide to winning the fight against clickbait

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How Clickbait Ad Scams are Devised & Impact Publishers’ Sites

Industry Red Flags

• WHAT 'SCAM' TACTICS ARE USED RATHER THAN TARGETING RELEVANT CUSTOMERS WITH GENUINE PRODUCTS

'LOCAL' Doctor

Create urgency in the headline

Misleading image

CREATIVE

Industry Red Flags

• WHAT 'SCAM' TACTICS ARE USED RATHER THAN TARGETING RELEVANT CUSTOMERS WITH GENUINE PRODUCTS

Shocking images

Scare tactics

"The fungus destroys our body from the inside and affects all organs. Tiny spores attach to internal organs and multiply, causing the development of pathology."

Fake comments (3 new positive comments a day)

LANDING PAGE

Ensure That Only The Right Content Finds

Your Users Via Our Constantly-Improving, Multi-level Content Review Process

Dynamic mix of automated AI processes and human content moderation

Extensive editorial controls for publishers

Industry participation and compliance, including best-in-class disclosures

KEYWORD FILTERS

DOMAIN BLOCKS

FRAUD & MALWARE DETECTION

CONTENT CATEGORY SELECTION

END-USER BLOCKS

Ensuring A Recommendation Experience Consistent With Your Brand Voice

Our Control Tools Apply To Both Ad And Organic Content,

Each publisher has Taboola default word filter of 1,750+ banned words

Publisher can block specific URLs, domains, words, or titles directly in the dashboard

Each advertiser campaign is assigned a content rating by the Content Review Team. Campaigns that do not match a publisher’s acceptance profile are filtered out

KEYWORD FILTERS

DOMAIN BLOCKS

CONTENT CATEGORY SELECTION

Diego Meira

diego.d@taboola.com

Thank you.

Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statement on Form F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.

Forward-Looking Statements - Disclaimer

Confidential

APRIL BRUMLEY HINKLE

Chief Revenue Officer

Texas Tribune and

LMA Innovator of the Year

Executive Editor

The Gazette

Chief Content Officer

Chicago Public Media

ZACK

KUCHARSKI

TRACY

BROWN

#LMAFEST2024

CASH IN ON CREATIVITY — BOOSTING MEDIA REVENUE WITH EVENT IDEAS

PENNY

RIORDAN

Director, Business Strategy and Partnerships

LMA

Iowa Ideas 2023

Intersections Campaign Concept

2024 Full Conference Tracks

In-Depth Weeks and Full Conference

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• Track leads, Advisory Councils
• Three In-Depth Weeks
• About 2,000 participants last year
• 60+ Sessions across 9 tracks
• Viewing Parties
• Keynotes have always have Iowa ties
• Growth in representation and participation

Solutions-Based Content

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• Preview stories prior to In-Depth weeks
• Solutions-Based Journalism on high priority Iowa issues
• Source building

Today

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• Most of our sponsors don’t have products to sell, interested in long-term strength of state and aligning to balanced conversations.
• Most sponsorships have ongoing checkins throughout the year, but generally light lifts.
• Allows us to build financial support outside of our circulation area; though it’s been harder to do than anticipated.
• Sponsorships cover the admission to the conference; went away from in-person costs during COVID. Without in-person, costs are significantly lower.
• Work with a group of key supporters/advisors who help leverage connections and want to see us grow the program.

Sponsors like aligning to big picture

Revenue Sources

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The Texas Tribune is a nonpartisan, nonprofit media organization that informs Texans — and engages with them — about public policy, politics, government and statewide issues. Learn more and become a member at texastribune.org.

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This series of events is supported by The Trellis Foundation and WGU Texas, and is hosted by San Antonio College. Foundation support is provided by the Bill & Melinda Gates Foundation, the Sid Richardson Foundation, the Texas Rural Funders Collaborative and the T.L.L. Temple Foundation.

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Though donors and corporate sponsors underwrite The Texas Tribune events, they play no role in determining the content, panelists or line of questioning.

BRAND PLACEMENT OPPORTUNITIES

SPONSOR BENEFITS INCLUDE:

• Logo identification on promotional materials
• Logo identification, including hyperlink where applicable, on digital efforts supporting the event including but not limited to texastribune.org site, post-event content, and more.
• Opportunity to distribute information via a link on event communication – approximately 20 words of copy and URL
• Viewable ad impressions ia the event landing and watch pages: 300x250, 728x90, 970x250. Please designate the URL
• Promotion kit with social graphic, social scripts and website copy, instructions on how to embed the event on your site
• Submit a brand slide to make an impactful statement. PNG file format with a 1920 x 1080 px aspect.
• Opportunity to screen a short video pre event seen by virtual attendees- .mp4
• Logo displayed on venue signage
• Opportunity to distribute literature / items to event attendees
• Verbal acknowledgment at the start of the live conversation
• VIP seating for you and your special guests

Opportunity to add elements to build a customized sponsorship package

BRAND INTEGRATION

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CONVERSATION SERIES: Texas Education Agency Commissioner Mike Morath discusses public education issues with Tribune CEO Evan Smith.

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CONVERSATION SERIES: University of Texas at Austin Athletic Director Steve Patterson talks about his new position replacing the legendary Deloss Dodds as men's athletic director at UT.

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Sponsor spotlight:

ACCESS

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Community Engagemenet & Events

Sept. 24, 2024

CONFIDENTIAL

Events highlights

30

CONFIDENTIAL

Guiding principles for CPM events strategy

Programming partnerships

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Nimble free-event model

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Trade media

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Leveraging big names

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Event sponsorship

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CONFIDENTIAL