Israeli advertising technology company Taboola is laying off nearly 100 employees, representing about 5 percent of its roughly 2,000 workers. The cuts will affect staff in Israel, New York, and South America, with notifications beginning in Israel before extending to other regions. The company’s Tel Aviv office employs around 700 people, and hiring efforts are continuing despite the reductions.

The layoffs are described as streamlining measures rather than a targeted shift related to artificial intelligence initiatives. Taboola’s share price has declined about 25 percent since the start of the year amid negative investor sentiment toward software companies, and it has traded at around 3 dollars per share since 2022.

In recent months, the company has introduced new artificial intelligence driven advertising tools, including Realize, a performance based campaign management platform, and DeeperDive, an answer engine for news sites. In its 2025 financial report, Taboola posted net revenue of 42 million dollars and earnings before interest, taxes, depreciation, and amortization of 127 million dollars, and it is currently valued at roughly eight times its profit.