Taboola deal puts News' native content into discovery

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News Corp Australia has picked discovery platform Taboola for the "next step" in the evolution of its News Native Network.

The "full service premium native marketplace" - be an integrated native content creation, booking and distribution platform - gets under way tomorrow (Thursday) following a four year strategic partnership with New York-based Taboola.

News DNA managing director Julian Delany says the marketplace will deliver content solutions that build brand awareness "all the way through to referral generation and conversion.

"News Native Network started as a branded content creation and distribution platform... the next step in its evolution is to enrich our capability by way of a full-funnel marketplace."

He describes Taboola as an innovative, data-driven technology company: "We're delighted to partner with them and look forward to working with the Taboola team in the long term."

News customers will be able to buy the services through their representative as well as via programmatic content recommendation buying through News - and on a network basis - through Taboola.

The company's founder and chief executive Adam Singolda says implementation of Taboola Feed on desktop, mobile, web and in-app across its digital network will reach more than reaching more than 13 million (Emma CMV 14+) people a month across news.com.au, metro masthead brands such as the Daily Telegraph, Herald Sun and Courier-Mail and lifestyle brands.

News will also use Taboola Newsroom's insights and A/B testing capabilities, giving editorial teams "actionable insights and data" about how their stories are performing as well as insights on trending topics.

Pictured: News Corp Australia's Neil Robinson and Julian Delany with Taboola chief technical officer Lior Golan

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