I would now like to hand the conference over to Jessica Kourakos, Head of Investor Relations. Please go ahead.
Thank you, and good morning, everyone, and welcome to Taboola's second quarter earnings conference call. I'm here with Adam Singolda, our founder and CEO, and Stephen Walker, our CFO. We issued our Q2 earnings press release yesterday after market, and it is available along with our Q2 shareholder letter in the investors section of our website. Now, I'll quickly cover the safe harbor. Certain statements today, including our expectations for future periods, are forward-looking statements. They are not facts and are subject to material risks and uncertainties described in our SEC filings. These statements are based on currently available information, and we undertake no duty to update them except as required by law. Today's discussion is also subject to the forward-looking statement limitations in the earnings press release. Future events could differ materially and adversely from those anticipated.
During this call, we'll use terms defined in the earnings release and refer to non-GAAP financial measures. For definitions and reconciliations to GAAP, please refer to the non-GAAP tables in the earnings release posted on our website. With that, I'll turn the call over to Adam.
Thank you, Jen, and good morning, everyone, and thank you all for joining us today. This is our very first earnings call after going public, and we're excited to share our results with you and update you on our business. Before I get to our second quarter, I want to take a moment to remind you and everyone why Taboola exists, our vision, and where we fit. Taboola power recommendations for the open web, helping people discover things they may love but never knew existed. You've all seen us before. If you've visited sites you love, like CNBC, NBC News, The Independent in the U.K. or Sankei in Japan, you will discover things you might like to read, powered by Taboola.
The open web, as many of you know, is the term for all of the websites and publishers out there that are not Facebook, Amazon, Google, Apple or the like. The open web is really important, even essential, because it's free and diverse, and it doesn't belong to any one giant company. It belongs to all of us, everyone. Think about every website you love, every game, app on a mobile device or app on your connected TV that lives outside of the walled garden.
That's where Taboola fits. Taboola has established long-term partnerships with some of the top publishers and digital properties in the world. We have a proprietary deep learning recommendation engine that is able to infer what a user might be interested in based on context and not third-party cookie, and knowledge of what other users have liked in a similar situation.
Through our publisher partners, we reach half a billion people every single day, we invest $100 million a year in R&D to provide our partners with the platform and technology they need to drive revenue, engagement, and audience. The strength of our platform also has attracted more than 13,000 advertisers who work directly with Taboola to reach consumers in a brand safe environment. Our size matters, as in our business, the more scale you have, you really gets better, which gives you advantages in the marketplace, creating more predictable and profitable growth that allows us to invest even more in our core and outside of core. Turning now to the quarter. These last 90 days have been very eventful and in some ways monumental.
Just before going public, we shared with the investment community that we beat our first quarter expectation, we raised our guidance for the rest of the year. On June 30th, we went public as TBLA on Nasdaq, today we share that we delivered strong second quarter results that again exceeded our guidance across the board, several weeks ago, we announced our more significant acquisition to date in our agreement to acquire Connexity for $800 million, bringing e-commerce to the open web in a big, big way. I'm really excited about this acquisition. The market is excited. Following the announcement, I've received many messages from the publisher community expressing interest in expanding their work with us to launch shopping areas on their site and to bring e-commerce to their editorial pages. I will share a lot more on this later.
First, let me start with our listing milestone. It was June 30th, Taboola went public. What a moment in time it was for all of us, 1,400 Taboolas all around the world. Taboola is now a public company. We're honored to have great conversations and the support of so many new investors, large and small. As we embark on our public journey, I can assure you that we're focused on executing on our strategy, winning the marketplace, and most importantly, delivering on both short-term and long-term commitments for the benefits of not only ourselves, but now also for our public new investors who chose Taboola and believe what we believe. I enjoy being a public company. I love the transparency it carries with it, the conversations. I enjoy building the trust with our new investors who join our journey.
You see, I always believed in transparency, diversity, and good quality conversations. Nobody cares about who does what first, but rather only who does it best. We want to be always the best. We want to have great conversations about the business, and we believe that's going to make us better internally and with the investment community.
This is why I hope the letter I write quarterly is helpful in giving you more access to our vision, strategy, execution, and creating that bridge to what Taboola's leadership is thinking. With that in mind, I would like to share with you the progress we've made in the second quarter. We're winning in the market, and we're seeing great results, with revenue growth of 23% over the same quarter last year. Ex-TAC gross profit growth of 18%, and importantly, with strong adjusted EBITDA of nearly $41 million.
All of those results exceeded our guidance, and Steve Walker, our CFO, will take you through the financial drivers in more details in a bit, while I'm going to talk to you about the business. I speak frequently about how Taboola is growing across 3 multi-billion dollar opportunities areas: our core, recommend anywhere, and recommend anything.
Starting with the core, we have a strong core business where we participate in a $60 billion-plus open web market, and this is our foundation, a business with a moat built on 14 years of technology and algorithm innovation, direct publisher and direct advertiser partnerships. We are a business that is not reliant on third-party cookies and which instead leverages contextual signals to deliver relevant recommendations. A business where we interact with half a billion people a day, which is more than Twitter and Snap combined.
This provides us tremendous scale and feeds our flywheel, resulting in us winning more publisher partners. You see, when we launch a new publisher, we reach more people, we get more data, more advertisers participate in our marketplace, which help us drive our yield up. When our yield gets better, we become more competitive, which means more predictable growth ahead of us.
It also helps that our gross revenue is over $1 billion because scale is really important in our business and industry, driving further that competitive advantage I'm speaking about. To demonstrate some of that momentum, during the second quarter within our core business, we won new partnerships with publishers such as the BBC, Hearst, SHE Media, and others. For example, as part of our new partnership with the BBC Global, we became their exclusive content recommendation providers for years to come.
This is a competitive win where we were able to demonstrate a comprehensive understanding of BBC requirements, driving growth to the 3 KPIs they care about the most: revenue, engagement, and audience. This is a true royal win for Taboola. We're doing all of this while keeping users at the heart of what we do, focusing on our user experience, integrity, and quality.
It makes me proud that companies like the BBC choose Taboola, and it justifies all the investment we're making in AI, technology, and always be more than just money to our publisher partners, as well as investing so much in policies around areas like privacy, preventing misinformation. Taboola keeps the open web safe for all of us. We're also growing our teams fast, and we're building an inclusive and diverse workplace. It isn't just the right thing to do as society.
We believe that multiple voices can drive better results. Like I said earlier, our culture is about transparency and collaboration, and with more diversity, we believe we can execute even better. As we look into the third quarter and the rest of 2021, our DEI projects are a focus. We have allocated $1.5 million for DEI activities for 2021, with half a million dollars already implemented in the first quarter #RecommendHER campaign, which provides free advertising for woman-owned businesses. As you can see all around, we're seeing good momentum winning in our core business. This is important as our core business provides the scale, capabilities, and permission to pursue our anywhere and anything growth initiatives. With our second growth area, Recommend Anywhere strategy, we're continuing our expansion to recommend wherever people might be.
Over time, we will consider becoming the recommendation engine on devices like connected TV or automobile. In the meantime, we're seeing good progress integrating our recommendations on Android devices. For example, Taboola News, our Apple-like product, has continued to scale with 2 major partnerships. A long-term partnership with Sliide, a leading mobile platform that drives engagement and monetization for mobile carriers, OEMs, and publishers. Samsung in Brazil have selected Taboola News as their partner to integrate relevant content from Taboola's premium publishers on mobile phone and other user touchpoints. Over time, I envision Taboola recommending things to people wherever they may be. We only have 24 hours a day. That will never change. Human beings will be making some of the most important decisions in life using persons' recommendation engines. That's where we fit.
Moving to our third growth engine, recommending anything strategy, is a way for us to diversify what is it that Taboola recommend. In this area, we've seen great growth in the second quarter, where we're winning premium demand on premium new placements. We launched new placements for our recommendations in the middle of the page, as well as home pages and section fronts. Brands and agencies really like it because it gives them bigger, more visible, and premium placements they can participate in.
We have a significant advantage here, as we already power both editorial and paid recommendations for so many of the most amazing publishers in the world. This allows us to suggest expanding our recommendations in other places and replace traditional advertising units with a higher user value and higher revenue opportunities. A true one plus one equals three.
Our biggest step forward on our strategy of recommending anything is by far our pending acquisition of Connexity, focusing on bringing product and e-commerce recommendations to the open web. I'm so proud of that moment right now, bringing together Connexity and Taboola. Many of you have may heard me already speaking about e-commerce as the future of the open web, the future of the internet, the future of Taboola. I would like to spend some time sharing with you more about the Connexity business and why this is such a great fit and strong strategic opportunity for Taboola. Connexity is already one of the largest e-commerce media platforms on the open web, with over 1 million monthly transactions supported by direct relationships with over 1,600 merchants such as Walmart, Wayfair, Skechers, Macy's, eBay, and Otto.
Connexity reaches more than 100 million unique shoppers per month via direct relationships with premium publishers such as Condé Nast, Dotdash, Hearst, Vox Media, Meredith, and News Corp Australia. A bit about Connexity's business. Connexity is a B2B company serving merchants as advertisers on one side and enabling publishers as partners on the other. 90% of their revenue comes from merchants they have direct relationship with. Most of it is paid through CPC, and some of it is paid through CPA. They don't rely on third-party cookies, and this is really incredible. Their business is very aligned with Taboola's strategy, which is about working directly with both advertisers and publishers, serving high-quality advertising experiences that do not depend on cookies. Connexity supports publishers in two ways.
First, they're offering help to bring product recommendations to sites we all love in a familiar native format where product listing are seamlessly embedded alongside the publisher's editorial content. Second, Connexity is enabling clients to launch their own shopping sections. Think Better Homes & Gardens shopping site offered by Meredith, or how much you trust products recommended when WIRED recommends them. Connexity has also successfully built a way to enable advertisers to extend their reach beyond their publisher partners.
Similar to Facebook Audience Network, FAN, but powered by Connexity and in the e-commerce category. For example, a merchant working with Connexity might be recommended on Meredith or Hearst, but might also be serviced on Bing, Yahoo, Google, or even Instagram, where influencers create content. This makes up approximately 25% of Connexity's business, and it provides a great opportunity for Connexity and its merchants to find users wherever they may be.
Connexity is a great fit for our business. We believe that the future of the open web is e-commerce, bringing merchants together with trusted publishers, connecting customers with products they may like, powered by Taboola. By combining our organizations, cultures, massive data, reach of 500 million daily active users, and direct access to publishers, advertisers, and merchants, we're taking a huge step forward to our vision, as well as expanding our market opportunity.
We're excited to have Connexity join us and expand our TAM, where e-commerce is already $35 billion in the U.S. alone, as well as expanding internationally where Taboola operates. After this acquisition, Taboola will now be powering millions of e-commerce recommendations to millions of people across the open web every single day. I'm convinced we can bring the power of commerce to every site or app on the free internet.
Imagine reading an article about Star Wars LEGO, and instead of having to start search or buy for that set, products like LEGO Millennium Falcon, Yoda, or R2-D2 will be surfaced alongside that piece of content for users to consider buying. We can't wait to call our partners and clients and bring e-commerce to them. The synergies are very clear and include, one, driving yield growth by bringing Connexity merchants to Taboola's existing relationships with publishers. This means our publishers will make more, and we will become even more competitive. The second synergy is selling to 9,000 publishers of Taboola the existing Connexity publisher products, such as shopping sections and products alongside editorial content. Connexity is also heavily weighted in the U.S., and we see great opportunity in bringing Connexity global by leveraging Taboola's worldwide presence.
Lastly, to create a super data set to drive further yield growth to both Connexity and Taboola's partners. In Taboola's execution-obsessed fashion, we have teams in place building out the plans on all of these fronts so that we can hit the ground running once the acquisition closes, which we expect will happen by the end of the third quarter. As I finish my opening remarks, let me summarize saying we're very excited to be a public company and speaking to all of you.
We beat our expectation in Q2, and we're raising our guidance this year. This also give us confidence in raising our expectation for our growth in 2022. We expect to grow over 30% on a non-pro forma basis. Additionally, we previously told you that we expected that Taboola's standalone ex-TAC profit will grow 16% in 2022.
With the completion of the Connexity acquisition, we're raising our expectation for next year, projecting that we will grow ex-TAC gross profit faster, at 17%, on a non-GAAP basis despite being a much larger base. Beyond it all, I can tell you that together with Connexity, we'll be at the forefront of power recommendation for the open web as well as e-commerce in the open web as an alternative to walled gardens. Amazon has millions of merchants, but merchants mainly have Amazon. That changes now. I would now like to pass it over to Stephen to take you through, in more details, our financial performance and guidance.
Thanks, Adam. Good morning, everyone. As Adam indicated, we had a very strong first half of the year, and this is reflected in our financial performance. If you read our earnings release, you notice that we beat our Q2 guidance on all measures, and we're raising our guidance going forward. Before I get into specific numbers, let me take a step back and remind everyone of how we look at and measure our business. We're focused on achieving profitable growth. The way we measure our performance against this goal is by looking at two measures. To measure growth, we look at ex-TAC gross profit growth rate. Just as a reminder, ex-TAC is what we keep from our revenue after we pay our publishers. To measure profitability, we look at adjusted EBITDA margin.
Adjusted EBITDA margin is our adjusted EBITDA divided by our ex-TAC gross profit. Just as SaaS businesses have a rule of 40, where they always want their growth rate plus their profit margin to exceed 40%, we too want the sum of our ex-TAC growth rate and our adjusted EBITDA margin to exceed 40%. Now let's get back to the numbers. In terms of Q2 performance, revenue was up 23%, ex-TAC gross profit was up 18%, and adjusted EBITDA was up 17% versus Q2 of last year. This strong performance was driven by the good business momentum that Adam mentioned previously. We are winning new business, seeing good demand in our agency and brand offering, which we call Taboola High Impact Placements, and we're maintaining strong yield overall.
Of the Q2 gross revenue growth of $61 million, $23 million came from new digital property partners, and $38 million came from growth of our existing digital property partners. That translates into net dollar retention, or NDR, of 114%, and primarily reflects strong improvement in our yield. Very good overall net dollar retention and the continuation of the positive momentum we saw building through the back half of 2020. Our ex-TAC gross profit was up $18 million or 18% year-over-year. It benefited from the growth in both new and existing digital property partners, as well as from the continued flywheel effect in our business that drives improvements in yield and which helps us move from paying some publishers on minimum guarantees to paying on revenue share over time.
These gains year-over-year were partially offset by the withholding in 2020 of $10 million in guaranteed tax payments to publishers that were subsequently paid back in the fourth quarter of 2020. Turning to expenses, I would note 3 unusual items. First, $76 million of the year-over-year increase in operating expenses was due to share-based compensation, triggered primarily from going public. Excluding share-based compensation, operating expenses were up $11.8 million or 18.5% year-over-year. Second, I would note that research and development expenses were up $0.2 million year-over-year. We increased our investment in R&D related head count, but that was offset by lower depreciation related to the timing of new server investments. To explain that, in 2020, as we entered a recession, we froze new server purchases, which reduced depreciation last year.
As we discussed previously, this year we invested an extra $14.1 million in servers, even above our normal investments to support our business. This was a growth initiative to see if we could drive further yield improvements. Finally, I would note that G&A was higher by $8 million year-over-year, which was driven by public company expenses and a partial return to more normal operations following the COVID pandemic.
The strong revenue performance flowed through to profits and resulted in adjusted EBITDA of $40.8 million, up $5.9 million year-over-year, and a ratio of adjusted EBITDA to ex-TAC gross profit of 34.9%, both of which were above our guidance. It is worth noting that we had net loss of $61.4 million, which was $74.3 million lower year-over-year. This was driven by higher share-based compensation triggered by going public, as we talked about previously.
Given the share-based compensation driven loss and an abnormal share count coming from our end of quarter public listing, GAAP earnings per share is not particularly meaningful. I did want to mention, though, that for future modeling purposes, we estimate the fully diluted shares outstanding at the beginning of Q3 to be approximately 256 million shares. Q2 produced operating cash flow of $23.1 million and free cash flow of $6.9 million, which included the server investments that I referenced earlier. We ended the quarter with $585 million in cash and cash equivalents, with approximately $350 million coming from our public offering. Following this strong performance in Q2, which was on the back of a strong Q1, we are now comfortable increasing our standalone expectations for Q3 as well as our full- year guidance.
We're now projecting that 2021 full- year ex-TAC gross profit will be $468 million-$472 million, which represents growth of 22%-23% versus 2020. That's an increase from our previous guidance, which was 19%-22% growth. We're expecting 2021 full- year adjusted EBITDA to be $150 million-$153 million, which translates into growth of 41%-44% versus 2020. It's also worth noting that this demonstrates a very healthy adjusted EBITDA margin, meaning adjusted EBITDA divided by our ex-TAC gross profit of over 30%. Per my previous comments about always seeking to beat the rule of 40, our growth rate of over 20% and our adjusted EBITDA margin of over 30% well exceeds that goal.
1 very important note, all of these numbers are excluding our pending acquisition of Connexity, which is expected to close in the third quarter. Speaking of Connexity and looking forward to 2022, we expect to grow ex-TAC gross profit next year by 30% on an as-reported or non-pro forma basis. This assumes that we have one quarter of Connexity results in our financials in 2021. If we close sooner, that would obviously change that estimate. In terms of pro forma growth rates for 2022, previously, we had set expectations that Taboola would grow in the mid-teens as a standalone. In fact, we had projected 16% in the investor presentation we used for our roadshow.
With the completion of the Connexity acquisition, we're now comfortable raising our expectations for next year, projecting that we will grow ex-TAC gross profit at a faster rate of over 17% on a pro forma basis, despite the much larger base. I also want to update you on the PIPE resale registration we filed on July 13. Due to the significance of our pending acquisition of Connexity, we need to put additional information in the PIPE registration before it goes effective.
We're working hard on that and expect the revised registration to be ready by early September, and we expect it to go effective by mid-September. Let me just wrap up by saying that I'm very optimistic about the future of the business. We have a great team, and we're laser-focused on continuing to deliver predictable, profitable growth over the long run.
We're proud of our track record of performance, which I think demonstrates our ability to execute. Our track record of success is also aided by a very strong business foundation that lends itself to consistent, profitable growth. We have long-term exclusive agreements with incredible publishers. We have a large base of advertisers, 90% of whom work with us directly and even allow our AI technology called SmartBid to optimize on their behalf. We have a business that's not reliant on third-party cookies, but rather uses contextual signals for targeting. Perhaps most importantly, we have scale. In our industry, scale matters because it drives a network effect that leads to higher yields, which is a competitive advantage that drives higher margins. Finally, I'm optimistic because Connexity adds to all of these strengths.
We are adding a large network of new publishers, 1,600-plus direct advertising relationships with great brand name merchants, new forms of data that will help us enhance our yield, and importantly, more scale that will further drive the flywheel that is our competitive advantage. We're very excited about the future with Connexity. On that note, let's open this up for questions.
Thank you. Our first question comes from the line of Andrew Boone with JMP Securities.
Hi, guys. Thanks so much for taking the question. 1 on guidance, please, and then we can go to anything. On 2022, we're looking at kind of 11% 2021 revenue, GAAP revenue growth. As we think about 2022 and the 17% that you just outlined, can you help us understand the underlying drivers as we think about 2022? Do we expect revenue to re-accelerate or the take rates continue to expand? On Taboola High Impact Placements, I think Steve mentioned success there. Can you talk about the potential with brands and just update us on your progress with video? Thanks so much.
Yeah. Thanks. Good questions. This is Stephen Walker, CFO. I'll answer the first one about expectations for 2022. We would expect that typically our gross revenue should grow at a comparable rate to our ex-TAC, just slightly slower because we do expect some margin expansion as we go forward. We haven't given specific guidance on it, but I would say that it'll be the gross revenue growth rate will be much closer to that 17% than it has been this year. I think we expect it to be in line with that. I'll let Adam answer the question about High Impact Placements and brands.
Hey, Andrew. Good morning, and thanks for the question. I wrote this also in my letter. We're seeing a great momentum and feedback from premium advertisers, specifically agencies and brands, with regards to a high impact placement strategy. Let me just quickly explain what that is. Right now, and the way I started the company was to provide editorial recommendations alongside paid recommendations, primarily at the bottom of the article page. If you read an article on CNBC, at the bottom of it will say, "More from CNBC, powered by Taboola," and, "More from around the web, powered by Taboola." The advantage we've seen expanding from that sort of anchor is the opportunity to expand to other placements from the same publisher base.
We went to our publishers, and we offered them the opportunity to replace traditional advertising placements, such as in the middle of the page, mid-article, homepages, section fronts. Quite completely different, high visible, bigger placements. The opportunity for the publisher was to replace those traditional ad units with recommendation reels. Think of, again, a combination of editorial recommendations with, this time, bigger, higher impact advertising experiences. That's something that got a lot of good attention from the advertising community. Last year, you know that we reported $90 million of video revenue, and we're seeing that growing in the right direction, globally. We're signing trading deals with agencies. We're seeing direct advertisers getting excited, and the performance is also fantastic. In this case, they measure us more on things like viewability, completion rates, things of that nature.
Again, what's to me most exciting is almost the extra advantage we have in that bundle, which this is the one plus one equal three. We already have three, four, five-year relationships with these publishers, so they're so open-minded to do more with us.
Great. Thank you.
Thank you. Our next question comes from the line of Shyam Patil with SIG. Your line is open. Please go ahead.
Hey, guys. Congrats on the strong results and the Connexity deal and going public. I had a couple of questions. Now that you guys have entered the e-commerce space in a meaningful way, there were a couple of other areas that you guys talked about, during the SPAC process, app downloads and video. I was just wondering how you're thinking about the roadmap there, if M&A makes sense, and if there's anything near-term that would make sense there. Second question, Adam, you talked about this in your prepared remarks, but with the anything and anywhere kind of approach strategy, can you just talk about how you're thinking about the ramp in revenue there? Is that something that you're contemplating ramping next year, or is that more of a multi-year initiative? Thank you, guys.
I'll start. In general, I think that short-term, we'll be quite focused and busy. We're so excited about the e-commerce opportunity. It's a huge TAM. It's a $35 billion TAM just in the U.S. Connexity is already one of the largest companies in the world doing that e-commerce for the open web, in the media space. If you think about just marrying those two, bringing the merchant, 1,600 direct merchant onto our half a billion people, active daily users a day across our global distribution of publishers, the synergies and opportunities are just so exciting to us as management. Specifically, as it can contribute to things that makes Taboola even more competitive as we continue to grow. Driving yield growth, more super data sets, upselling our publishers.
I cannot wait to give a call to 9,000 of our publishers and tell them, "How about starting to launch a shopping section on your site?" Everybody wants a Wirecutter, everybody wants a CNET. This is about to happen. I'm just waiting for that moment to happen. There's a lot of work ahead of us, an exciting one, and our team, we're working on building a plan and all that we can do together. We're going to be quite busy and focused. Saying that, I think the fact that our core market is growing so fast, and it allows us to have extending EBITDA margin and dollar amount, that definitely keeps our appetite going.
I think on that front, you should expect us to continue to think about more in the e-commerce space we might be interested in doing, as well as other things such as gaming and app download to be discovered. We've seen Facebook doing such a great job recommending games and things of that nature for people to download and discover, and I think that's going to be a great opportunity in mobile, especially if that's a big part of our business. That's something we're going to continue to consider, organically and inorganically. Then in general, in the future, I think we're seeing good revenue growth from those things. I would say not only in top-line growth but also in ex-TAC and margins.
As you think about things such as video, which is in our anything bucket, $1 in the video space, from our perspective, is not only driving growth, it drives profitable growth even more because the yield is better. You should think about these areas not only as growth opportunities but also making us stronger on a profit perspective. Beyond those things, other areas that are interesting to us are things such as connected TV, which I speak about often. Automobile. We're seeing great momentum in integrating in Android devices and becoming the Apple News for the rest of the world that are not iOS. We have this huge index of content, which goes so much more than advertising space, and then we can put this to good use as we expand to other areas beyond the browser.
All those things give us a lot of comfort, and we're already seeing them paying a good performance in revenue, such as in video.
Great. Thank you, guys.
Thanks.
Thank you. Again, if you have a question at this time, please press star then one. Our next question comes from the line of Laura Martin with Needham. Your line is open. Please go ahead.
Good morning. Great results, you guys. Could we talk about the business model, just following up on the prior question, Adam. You said you're going to call your clients and you're really excited to upsell them to launch a shopping center on their sites. How do you get paid for that?
Good morning, and thanks, Laura and everyone for the question. How do we get paid for that? Connexity has essentially 2 touch points with publishers today. 1 is the shopping section. It looks like an Amazon, but it's carrying the brand of the publisher. We've all been on CNET, we've all been on these shopping sections that are an extension of the site, and there's so much more trust that goes alongside that environment, and Connexity powers a lot of those shopping sections across sites across the web.
The 2nd thing they do is they integrate product recommendations alongside editorial content. Again, we've all seen this before. You read an article that speaks about comparing devices, and you buy 1 of them. These are the 2 main touch points. They have 2 revenue models, or I would say 2 payment structure.
The first one is CPC, which is most of what Taboola has today. That means that every time someone clicks on a product being recommended, either on the shopping section, shopping sites, or alongside editorial content, they get paid per click. That's more than 50% of the revenue. The other type is CPA, which means they don't get paid per click, but they do such a good job recommending that product in the right time, that they believe it's going to convert on the other side, on the merchant page, and they get paid when someone actually converts. That's less than 50% of the revenue. When revenue is being generated, it's being then shared with the publisher. Again, very similar to what Taboola does today, only they live in a parallel world, which is e-commerce.
That's why when we call our publishers and tell them, "Let's do those two things Connexity can do for you," from their perspective, it's going to fall exactly in line with what we do with them today. We're going to expand the pie, we're going to grow the pie, generate more revenue, this time from e-commerce, and pay them a revenue share. What that means is the revenue per publisher has an opportunity to grow. It's like a vertical growth.
What I hear you saying is that when you take Connexity out of the U.S. into your international sites, you're going to keep the Connexity business model and not really integrate them into your more core business model. You're going to keep theirs on the e-commerce stuff.
No. I would say what we're going to do, and I talked about some of that on the letter, but we're going to do all of those things. The easiest and immediate step would be to take all of the advertisers that work with Connexity now and have them participate in the marketplace of Taboola's existing recommendations, and that should drive yield and already create some synergies and growth. In addition to that, we'll upsell publishers to do more than what Taboola is already doing with them and also have an e-commerce strategy for their site, if that makes sense.
No, perfectly. My second question, and I'll stop after this one, is I remember back in 2019, we bought a bunch of clients in-house by guaranteeing them payments. I think those contracts are coming up. Are you going to have to re-guarantee those, or are those contracts going to stay in-house? How are you thinking about guaranteed payments for clients going forward? What's your decision rule about when you guarantee revenue levels in your client base?
Yeah. Good question. Thanks, Laura. Just as a reminder for everybody, in 2019, what Laura was referring to and asking about was we had a very unusual opportunity in 2019 to basically win a large number of very big brand name publishers all at once. We decided to go ahead and do that, even though we knew that by doing that, we'd be bringing on more supply than we were ready for at one time, and we'd lose money on a number of those publishers up front.
Basically, in retrospect, we were able to see that it was about $60 million that we ended up investing in that initiative. We did it because it was a good business opportunity. We knew that we could turn those publishers profitable over time and basically catch up with the demand, have the demand catch up with the supply.
We did that, and by 2020, those publishers were break even to profitable, and you could see in our margins that we had recovered and were back where we would've expected to be, and in fact, higher than we'd ever been before, because those publishers were then driving growth in our network.
That's what Laura was referring to. To your more specific question about renewing those and whether or not we expect similar sort of things going forward. First of all, I believe all of those publishers are still with us, at least in one case that I know of, we've already renewed with them and extended them. As we renew, we're almost always able to find ways to increase our margins and also make them more money. That's a track record that we have over a long period of time.
As we're renewing those, they're getting more profitable. For instance, the one that I mentioned that I know has already renewed, the margin is higher and they're actually making more money with us now. They're happy and we're happy. That's pretty typical for us. As we renew publishers, we usually are able to find ways that make them more money and improve our margins at the same time. That's what's typically happening. I'll also say, I think part of your question was should we expect any sort of thing, event again? We don't see any sort of similar kind of alignment of the stars where there's a huge amount of supply coming up that will extend ourselves and cause decrease in margins. We don't see that at this point. We don't expect another event like that going forward.
Great. Thanks very much, you guys.
Thanks, Laura.
Thank you. Our last question comes from the line of John Blackledge with Cowen. Your line is open. Please go ahead.
Hi. Two questions. I hope you can hear me okay. It's been a little choppy. On the Connexity deal, once it's closed, how long would it take to integrate Connexity's offering to your current set of publishers? Second, on M&A, how should we think about further M&A, kind of in the near and intermediate term, just given the significance of the Connexity deal? Thanks.
Thanks, John. I would say, on the timing of how quickly we can integrate Connexity, we view the synergies as basically coming in two steps. There's the, what I would call low-hanging fruit things that we can do very quickly. For instance, bringing their demand to our supply, as Adam referred to, basically getting their 1,600-plus good brand name merchants spending in our supply area is something that we can do fairly quickly. Obviously, we'll get better at it over time, but we can do it fairly immediately. Likewise, upselling our publishers to use their services as they are currently set up to do, that should be a fairly quick thing to do in the geos where they're set up, like U.S., U.K., Germany. We can start that pretty immediately.
I'd say soon thereafter, we can also start rolling them out geographically, because they're 75% U.S., and most of the rest of their business is in Germany and the U.K. We can bring them to France and Italy and Japan and Australia, all the other markets where we're very strong and have a good presence. We can do that pretty quickly. They need to do a little bit of work to get the demand side there, but they know how to do it. It's a fairly fast thing. I would call those the medium term. The longer-term opportunity on the synergies, which we're very excited about, is basically then to start using some of our technology to help them improve what they do and vice versa. Kind of integrating the tech stacks. That one will take a bit longer.
We don't have a specific timeframe on that yet. That'll happen over time. I think we're pretty excited that a lot of the synergies and the dollar value of the synergies can start fairly quickly. Just to give you a sense, in our model, we didn't build in huge synergies in 2022. We built in kind of some of those quick-hit ones, but we expect them to really start to kick in in a stronger way in 2023 and forward. That's in terms of the timing of the synergies. In terms of, I think your second question was more around acquisitions and M&A. I think Adam referred to this, but I think right now our mentality is we need to obviously make this one work, and we're going to be heads down to make sure that we make this one work.
We don't anticipate any other large M&A in the near term. I'd never want to say never, because if something comes along opportunistically that we think is a great opportunity, we're going to need to look at it. If you were to ask us today, are you going to do another major acquisition in the near term? We'd say no, because we need to get this one working well. Our immediate focus is making this one work. We'll obviously keep our eyes open. We have ongoing dialogues with multiple companies, but unless something is a we just can't afford to pass on it, we're going to focus on making Connexity work right now.
Thank you.
Thanks, John.
Thank you. That concludes our question and answer session. I would like to turn the conference back over to Adam Singolda for any further remarks.
Thank you. I just want to say, this is a very special moment in time for us at Taboola, and I feel like our communities around us. We just went public 1.5 months ago. It was such an amazing day. My mom flew in. I couldn't believe I started that business from their house 14 years ago. It was emotional and exciting and incredible. We acquired a few weeks afterwards Connexity to bring the power of Amazon to the open web, as we imagine the future of the open internet be driven by e-commerce. We're beating and raising our performance and expectations. That's exciting.
It's a huge $60-plus billion market that's growing fast, and I feel we have so many meaningful advantages working in our favor, starting with the company's culture and execution of the leadership, as well as assets we've built over the years from technology and relationships as we look to build the largest open web company in the world. Google for search, Facebook social, and Taboola open web. On a personal note, I really like being a public company. I want to thank all of you for asking us great questions, interacting with us. It makes us better, and we look forward to continuing that with everyone. Thank you.
This concludes today's conference call. Thank you for participating. You may now disconnect. Everyone, have a great day.