Taboola's CEO, Adam Singolda, predicts a third of publishers' revenue on the open web will come from e-commerce. He's excited about the AP Buyline launch with The Associated Press, praising AP's commitment to factual journalism and its wide reach.

Analysts have high confidence in Taboola.com's growth rate and its path to profitability. The company's low debt obligation reduces the risk around investing in the loss-making company.