Taboola announced a strategic partnership with Trusted Media Brands to bring Taboola Feed to its audiences in the US and Canada. The deal builds on an existing partnership between Taboola and Trusted Media Brands with the goal of generating increased engagement and revenue across its websites in the US and now Canada.
Under the partnership, Trusted Media Brands will launch Taboola Feed on its digital network, which includes brands such as Taste of Home, Reader’s Digest across US and Canada, Construction Pro Tips, The Family Handyman and Selection.ca.
Taboola Feed serves sponsored content, video and organic recirculation in a continuous feed of ‘cards’ that appear below articles, similar to social feeds. Since rolling out Taboola Feed in November, Trusted Media Brands has already seen an increase in its RPM/Pageviews/Engagement metrics.
“Native advertising is paramount to our digital strategy for both growing revenue and audiences. We tapped Taboola because their platform helps us create truly personalised experiences that engage our audiences to spend more time on our sites as well as engaging with our content,” said Vince Errico, chief digital officer. “The innovation of the Taboola Feed helps Trusted Media Brands provide a brand safe environment for our users to engage with both organic and sponsored content at the moment they are deciding what content to consume next.”
“We’re excited to work with the Trusted Media Brands team on our new Taboola Feed platform, bringing experiences users already like from social networks outside of the walled gardens and into the open web,” said Adam Singolda, founder and CEO at Taboola. “The value of improving user experience with Taboola Feed is a meaningful revenue and engagement opportunity to grow with video, and other innovative in-feed formats such as utility cards, games, surveys, newsletters and others.”
The deal follows recent partnerships around the globe of Taboola Feed including New York Daily News, BT, and El Universal earlier this year. Taboola acts as a search engine in reverse, analysing hundreds of real-time signals (including location, device type, referral source, social media trends and more) to match users with content they are most likely to be interested in consuming next. Instead of expecting people to turn to search or social to find interesting content to consume, Taboola powers information to find people at a time when they are most likely to engage.
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