We Launched Data Marketplace—You Can Now Target Millennial Readers Who Like Chocolate

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Our advertisers all want the same thing, to build relationships with potential readers or clients of theirs, and drive long term value and sales.

When you work with social companies, you can layer people’s behavior and profile, and when you work with search companies you can layer intent data. Segmenting audiences helps you reach the right person effectively and drive results.

When you advertise on the open web, it’s harder to reach the right audience unless you have your own data, or you’ve managed to partner with a data company, providing you with the data you need. And to make it a bit more complicated, sometimes you don’t even know who is the best target audiences, and can be surprised by what works and what not.

We’re announcing something that took us over a year to develop called Taboola Data Marketplace, fixing audience segmentation for the open web. It’s the first performance-based solution integrated with data companies from all over the world, connecting Taboola marketers with data companies to drive results and scale.

Data Marketplace makes third-party data within the Taboola platform from leaders in the space such as Oracle Data Cloud, Neustar, Acxiom, and Bombora as well as other leading data providers available for advertisers.

We now offer brands, agencies and businesses of all sizes effective scale by empowering them with easy and visible access to the world’s best data companies.

When we say visible—we mean it. When you log in as a Taboola marketer to our data marketplace, you’ll be presented with a list of data providers, alongside a predicted cost per acquisition (CPA), suggesting what type of performance you should expect if you were to add a new campaign with that data company.

Additionally, for the first time you only pay for data based on your performance, when people actually click and discover your content, products and landing pages using the data provider you chose.

Scale comes from the best data out there.

data marketplace taboola

According to eMarketer, advertisers already admit that data is a challenge to get right, and that finding the right audience is difficult to determine and to use correctly.

Data Marketplace is the solution to data challenges. We work with the best, and our data is expansive—each of our data partners offers specific insights for different industries and consumer types, so our marketers can achieve their goals.

Below are some examples, as well as quotes from our data partners.

Crunch demographic and interest data.

Oracle Data Cloud operates the world’s largest data marketplace, powered by the industry’s best data science in the Oracle ID Graph and leveraging more than $3 trillion in consumer purchase data.

“In marketing, quality data connected to the right people is the name of the game, and Oracle Data Cloud gives Taboola marketers the scale and accuracy of the world’s largest audience data marketplace along with the built-in identity capability of the Oracle ID Graph”

– Kevin Whitcher, Senior Director of Product Management, Oracle Data Cloud.

Connect online and offline behavior.

Neustar is a leader in identity science with one of the industry’s most authoritative sources of data, connecting offline and online behaviors to form a singular view of the consumer.

“Advertisers who access AdAdvisor audiences through the Taboola data marketplace can build rich custom audiences and activate them consistently for digital ad targeting, ensuring they reach the same people, places and things across the entire marketing campaign.”  

– Julie Fleischer, Vice President, Product Marketing, Neustar.

Target consumers by intent.

Bombora is the leading provider of intent data for B2B marketers. Bombora’s data aligns marketing and sales teams, enabling them to base their actions on the knowledge of what companies are in market for which products.

“Account Based Marketing is now table stakes for B2B advertisers. With Bombora’s Intent data fueling Taboola campaigns, those advertisers can now reach their target business buyers that are most interested and most likely to engage.”

– Greg Herbst, VP of Audience Solutions for Bombora.

Comprehensive data in real-time.

Acxiom’s InfoBase has the most accurate, comprehensive, up-to-the-minute data available anywhere, marketers can better understand their best customers—and find more like them.

Advertisers can get started right now.

You can log in to Backstage right now and see how your active campaigns are performing against thousands of audiences from leading data providers, and you can then directly target those audiences in the Taboola dashboard.

If you’re not yet a Taboola customer, you should try a campaign today. With Data Marketplace data in Backstage, campaigns are:

  • Transparent: advertisers can access audience data from leading data providers around the world—they’re named directly in the “By Audience” report.
  • Performance-based: in this report, advertisers can see how thousands of audiences are engaging with their content—including all relevant metrics (CTR, CVR, CPA, etc.)
  • Accessible: everything is automatically available in the Taboola dashboard. For example, create a campaign focusing on millennials in two clicks.

No matter how you setup your first campaign with third-party data, the results will show you something new. We place tremendous value on the work with our launch providers and partners, with further expansion in mind.

We intend to collaborate with every meaningful data partner in the world so our marketers have the ability to layer data into their Taboola campaigns—and create a world where every campaign has at least one data layer attached to it, enabling brands and advertisers to unlock loyal customers they never reached before.

Good luck, and may we connect people with information they may like and never knew existed—and please feel free to drop us a note with any feedback!