Today, we announced an exclusive, three-year partnership with Gannett Co., Inc. to integrate Taboola’s discovery platform across their network of digital publishing assets in more than 110 markets. Gannett is one of the world’s leading media companies, featuring some of the most trusted names in news, including USA TODAY, and we’re honored to be working with such a talented team of people. Together, we’ll bring personalized content recommendations to Gannett’s audience on all platforms, and empower editorial teams with insights around how consumers are behaving across the network. We’ll also be experimenting with some exciting initiatives around audience segmentation, leveraging data to adapt the on-site experience for different groups of users. This type of next-generation personalization has become a key priority for us in years to come at Taboola as we see the web grow increasingly fragmented. When we started our mission around “discovery” over eight years ago, the web […]
Content marketing may be a timeless concept, but its role within the digital media ecosystem is brand new. It’s known that that blog posts, infographics, and videos are critical tools for building long-term customer relationships, but it’s also hard to connect ROI and effort. When it comes to content, purchases and transactions tend to happen over the long-term. Unlike other forms of marketing like search campaigns on AdWords and homepage takeover ads on mainstream media sites, your audiences won’t be looking at ads—they’ll be reading helpful, entertaining, and engaging educational materials from your company. Success, here, looks different from an immediate transaction, and as a content marketing leader, you need to focus on metrics that illuminate the full buyer journey. Most likely, you’re already tracking these data points to quantify reach and engagement. What you need to do is give your metrics a human story. Here’s how: What you’re tracking: […]
What is content discovery? Content discovery is the process of finding something––be it information, entertainment, etc.––online across websites, blogs, social media, and more. One of the biggest questions we hear at Taboola is how our platform is different from PPC on search and display networks. We’ve found that there’s a very simple way to approach this topic: It’s all about discovery. On search, for instance, audiences are typically looking for something in particular. By advertising through Google AdWords, you’re generally positioning your company to provide a very specific answer to a question. By advertising through display, you’re likely delivering a healthy dose of product-related messaging. When it comes to Taboola, however, none of these dynamics apply. Audiences are likely in-the-moment, looking to discover great content, new topics, and sources of entertainment. As a result, there is a strong opportunity for brands that are looking to build long-term relationships with new […]
Last November, we published our first set of tips for publishers on how to optimize their mobile monetization efforts. Today, more than half of the traffic on Taboola’s network comes from mobile devices, and this is a reflection of the broader trend rippling throughout the digital media industry. As new data and best practices emerge from the Taboola platform, we wanted to provide an updated set of best practices around how publishers can best monetize their mobile websites, while also improving the user experience for readers. Mobile-responsive website design is the norm. Leading web traffic data firm Alexa has found that 89 percent of the web’s top 100 sites employ a responsive template design. Given the proliferation of new device and screen sizes available to users, a static website is no longer sufficient to serve all audiences. Responsive design is the rule, not the exception, for high-traffic websites. Those […]
Earlier this morning, we announced an exclusive, 2-year partnership with The Associated Press, the largest U.S.-based news agency and one of the most respected and trusted sources of independent news in the world. In our work together, Taboola’s personalized content recommendations will appear across the AP’s desktop and mobile websites, as well as in APMobile, the AP’s native mobile app for global and local news which has been downloaded over 13 million times. This is a huge step for publishers worldwide, as more and more are making mobile app monetization a growing priority. We’re excited to collaborate with The Associated Press on improving the in-app user experience, driving both engagement and revenue goals, and creating new value for AP’s readers and members alike. To learn more about Taboola’s partnership with The Associated Press, please read the full press release here.
Summer 2015 brought Taboola’s New York office ten new interns, and we have since been fully immersed in the day-to-day life of full-time “Taboolars.” From digging up industry research for RFPs and prospective clients, to brainstorming alternative titles to articles, interns work with teams on both the publisher and media sides of Taboola’s business. In addition to assisting with ongoing work and projects, interns participate in weekly mentor meetings with the heads of their respective departments, discussing goals and areas of interest to explore throughout the summer. “Taboola’s internship program recruits ambitious students and recent graduates to work alongside our teams, while also providing an opportunity for interns to take on projects of their own,” says Karen Warner, HR and Talent Acquisition Manager at Taboola. Professional development is also fostered during Taboola University (“TaboolaU”), a monthly internal education program that educates Taboolars from our New York City headquarters. In-depth sessions […]
Earlier this month, we announced Taboola® Native, the latest addition to Taboola’s discovery platform, and an extension of our long-standing mission to help publishers better monetize their sites and marketers reach high-quality audiences across the web. As more and more companies adopt content marketing strategies, Taboola Native gives brands a powerful new way to reach audiences through exclusive in-feed and mid-article placements, on top publisher websites, across all devices. These premium real estates offer our partners 100% share-of-voice, maximum visibility, and the opportunity to generate higher CTRs and deeper engagement for their promoted stories. Taboola Native also includes more prominent and customizable interfaces on mobile, where the majority of audiences are now consuming content. Taboola Native is powered by our advanced predictive engine, and includes comprehensive brand safety features, such as negative keyword targeting and the ability to view performance by publisher site. Taboola also provides full transparency to consumers, […]
Though it is a comparative newcomer to the advertising landscape, native advertising has come to occupy a significant portion of the conversation surrounding digital marketing. Stellar examples of native ads in BuzzFeed and The New York Times have received a great deal of attention, and last year, John Oliver dedicated a lengthy (if cynical) segment of Last Week Tonight to the topic. In each instance, native advertising is discussed as something new. But while the name itself is only a few years old, native advertising actually has a history dating back almost a century—or longer. Native’s Predecessors: Advertorials and Branded Entertainment The precedent for native was first established in the form of print advertorials, which were sufficiently common by 1917 that a nationally syndicated column spoke out against “the paid write-up.” But the practice gained traction—and acceptance. In 1927, for example, the Honolulu Advertiser ran an eighty-page advertorial, sponsored by […]
Content marketing has gained popularity in recent years, due especially to its wide reach. These four brands fill you in on their secrets to success.
When I first met with Jon Steinberg, we had a meaningful disagreement. But much like in life, that disagreement has evolved into an especially strong partnership (and friendship). I was already impressed by Jon’s previous work at BuzzFeed where he became known as the “Godfather of Native,” monetizing BuzzFeed without a single banner ad ever shown. Asking him questions over the past few months about what works and what might be broken around Native, I joked that his direct answers made me feel like he is “half Israeli” — transparent, and to the point. As we talked about the rapid changes sweeping through the web, and his current role as CEO of Daily Mail North America, it became apparent that the category Jon helped pioneer years ago was ready for another revolution, and a big one. We experimented with a new expansion of our Discovery platform as a test […]