Taboola (NASDAQ: TBLA) announced an expanded partnership with NBC News that extends its advertising platform, Realize, into programmatic display advertising on NBC News digital properties, including NBCNews.com and TODAY.com, according to a company statement.

The agreement marks the first time Taboola has moved beyond native advertising with a publisher partner. NBCUniversal News Group had previously worked with Taboola for more than ten years on native advertising and content recommendations.

Under the new long-term deal, Taboola's Realize platform will power global programmatic display advertising across the NBC News digital properties, giving advertisers and agencies access to run performance-based campaigns on those sites.

"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," said Satpal Brainch, Chief Business Officer at NBCUniversal News Group.

Adam Singolda, CEO of Taboola, said the partnership reflects a broader shift in the company's strategy. "We started by powering native recommendations and today, we're supporting the broader display advertising business," Singolda said.

Taboola launched Realize last year. The company states the platform reaches approximately 600 million daily active users across publisher and original equipment manufacturer partners, including Yahoo, Samsung, and Xiaomi.