Taboola (NASDAQ: TBLA) announced an expanded partnership with NBC News that extends beyond native advertising into programmatic display advertising, according to a press release from the company.

Under the agreement, Taboola's advertising platform, Realize, will power programmatic display advertising on NBC News digital properties, including NBCNews.com and TODAY.com. The company said this marks the first time it has expanded a publisher partnership beyond native advertising formats.

NBCUniversal News Group had previously partnered with Taboola for more than 10 years for native advertising and recommendations. The new agreement is described as a long-term partnership.

"Our partnership with NBC News represents the future of advertising on the open web," said Adam Singolda, CEO of Taboola. "We started by powering native recommendations and today, we're supporting the broader display advertising business."

Satpal Brainch, Chief Business Officer at NBCUniversal News Group, said, "Taboola is an important partner for NBC News. We're pleased to expand this long-standing partnership and look forward to growing our relationship in the years ahead."

Taboola said its Realize platform, launched last year, serves approximately 600 million daily active users across publisher and original equipment manufacturer partners, including Yahoo, Samsung, and Xiaomi.