Case Study: Walla!News achieves 26% revenue growth and improved user loyalty with Taboola

Walla! Swaps Pagination For Continuous Scroll Taboola Feed on Home Page to Increase User Loyalty

Walla! Communications Ltd., one of Israel’s leading news and content websites (about 1.3M daily users and hundreds of millions of monthly pageviews), sought to improve user loyalty and engagement while scaling referral traffic and monetization. They faced limited monetization options and struggled to retain new audiences and increase session value with their existing approaches.

Walla! implemented Taboola Feed’s continuous-scroll experience on the homepage and category pages, including in‑feed video and a detached video slider, to better match user behavior and drive discovery. As a result they saw a 26% increase in Taboola revenue, a 3% lift in site‑wide organic content CTR and a 57% increase in average video revenue, plus strong engagement gains (mobile: pageviews +16%, session duration +5%, CTR +93%, RPM +70%; desktop: new users +9%, session duration +15%, CTR +81%, RPM +28%).

Walla!News

Shai Klayman

Head of Programmatic