The player: Adam Singolda, founder and CEO of Taboola, an online video search and discovery technology.

The play: Taboola’s software helps Internet users discover videos that are relevant to them based on the current videos they are watching and on viewing habits of similar users. Taboola does that by recommending videos on Web sites that use the Taboola service. “We study how they watch video on a site and can predict the best video at any time,” Mr. Singolda said.

The pitch: Web sites that use Taboola have increased their video views by 20% to 30%, session length by as much as 50% and engagement rate for videos (watching the entire video) by 40% in the first two months, Mr. Singolda said. With each search on a site it powers, Taboola provides a list of recommended videos, including sponsored videos.

In the mix: Sites that currently use Taboola include CNN.com, 5min.com and Aniboom. This year Taboola will let any site with video install Taboola for free.

The money guys: “At the end of the ’90s, almost every Web site was placing search on their site. We are doing that with video,” he said. Taboola makes money with sponsored videos and text ads, just as Google makes money on search with sponsored links.

Taboola has raised $6 million in venture funding with investments from Evergreen Capital and private investors. Mr. Singolda is targeting profitability at the end of 2009. Taboola splits ad revenue from clicks on sponsored videos and links with the sites it powers.

The pros: Taboola’s early success in increasing video views by 20% to 30% is impressive.

The cons: The short history of video search is littered with companies that have failed to become the Google of video search.

Background: The company was founded in 2007 and is based in Tel Aviv and New York. Before founding Taboola, Mr. Singolda served in the Israeli Defense Forces for seven years after studying at the Open University in Tel Aviv.