Yahoo takes 25% stake in Taboola

Yahoo is deepening its push into digital advertising, even as its competitors warn that the market is faltering.

The internet pioneer, which was taken private in a $5 billion deal last year, is taking a roughly 25% stake in Taboola, the company known for serving up attention-grabbing links on websites, the CEOs of the companies said in an interview. The deal is part of a 30-year exclusive advertising partnership that allows Yahoo to use Taboola's technology to manage its sizable business in native advertising — ads that have the characteristics of traditional news and entertainment content.