MUMBAI: Let's face it, relationships rarely last longer than your last smartphone battery—but Taboola and Microsoft are proving to be the power couple of digital advertising, celebrating their 10 anniversary. That's practically a century in internet years! And just when we thought this match made in ad-heaven couldn’t get any hotter, Taboola is dialling up the romance, now serving ads across even more Microsoft apps, including your trusty email companion, Outlook, and your favourite work buddy, Office 365.

Taboola, known for turning ads into engaging conversations rather than annoying pop-ups, has long run ads on Microsoft’s digital giants like MSN, Edge browsers, and Windows experiences. MSN is already one of the world's most visited news hubs, while Edge is that AI-powered browser we've all accidentally clicked on at least once—admit it, it happens.

Now, Taboola extends its clever AI-powered tech to the Microsoft 365 productivity suite, giving advertisers an unprecedented opportunity to connect with nearly 600 million daily active users. Yes, that's almost twice the population of the United States—daily! Taboola helps digital properties monetise better, and advertisers reach audiences who are actually awake and paying attention, a rare combo these days.

“Reaching a decade serving ads with an industry leader such as Microsoft is an incredible milestone,” said Taboola CEO Adam Singolda. “Our collaboration has been established for the long-term, and on Taboola’s ability to help Microsoft provide richer experiences on its immensely popular digital properties. As we expand to offer advertising on additional Microsoft properties, we’re giving advertisers even more access to trusted, premium destinations that reach people across all different parts of their day as they’re actively engaged.”

Ten years down the line, Taboola and Microsoft are still making sweet digital music together. How’s that for relationship goals in a world filled with Tinder swipes and 30-second Tiktok romances?