How can content discovery websites be monetized
Taboola is a discovery platform that supports publishers, mobile network operators and device manufacturers in monetizing content, addressing target groups and increasing user engagement, and offers advertisers advertising opportunities based on editorial content.
The Taboola product world is aimed at publishers as well as advertisers and is based on the Taboola feedthat brings both worlds together. This brings the scrolling newsfeed experience consumers are used to from social networks straight to the publisher's websites. Taboola Feed delivers a new continuous scroll format among the editorial content of publishers. The editorial and sponsored content appears in the form of “cards” with video or article recommendations. Publishers can monetize their inventory better and promote user engagement. The company also offers so-called Audience productswhich publishers support in the analysis of data and the control of the traffic on a page.
By contrast, the company offers advertisers the opportunity to advertise in a native environment with its feed-based solution. Advertisers can control and monitor their campaigns via the Taboola dashboard. The sponsored content recommendations are placed seamlessly in an editorial environment. These don't just have to be static messages. over Taboola video Video advertising can also be placed in the Taboola feed to achieve brand awareness goals. At Taboola Sponsored Content on the other hand, it is a performance-oriented native advertising solution. The control of advertising material takes place mainly via Taboola's platform as well as the programmatic ecosystem. As with many other advertising platforms, the basic targeting configurations such as location, device type, operating system, etc. can be set up via Taboola. To get the best possible performance for campaigns, Taboola offers targeting options based on interest, behavior, demographics, business and purchase intent. There is both Taboola Audiences and target group data from third-party providers e.g. Bombora, Connexity, Neustar.
Regardless, the company offers Taboola News at. In addition, Taboola distributes news from premium publishers worldwide on mobile devices on which the Taboola News Feed is pre-installed. This offers advertisers new advertising opportunities and promotes the growth of publishers' readers.
Taboola has succeeded in creating a platform where both publishers benefit from monetization and advertisers benefit from a variety of advertising opportunities. The company has generated a large number of partners and therefore offers its customers a wide range. The Taboola solution is aimed exclusively at independent, free publishers.
Taboola was founded in 2007 by Adam Singolda in Israel. The first partnerships with publishers and advertisers developed from 2012. Taboola started in Germany in 2016. MSN, Sport1 and Die Welt were among the first customers. In 2017, the company was selected by the Ströer Content Group as an exclusive partner for content recommendations. In 2019, Taboola acquired the Start Division of Celltick, a platform that mobile operators pre-installed on Android devices to distribute premium content. In addition, “Taboola News” started in 2019, which aimed to create an alternative to “Apple News”. The takeover of competitor Outbrain planned for 2020 has been canceled. As of 2020, over 1,400 employees work for the company worldwide, around 40 of them in Germany. The development of new technologies takes place in Israel and Los Angeles.
Markets and customer structure
The company is active worldwide and is represented at 18 locations. The head office is in New York. Taboola's main markets are in North and Latin America, Western and Central Europe, the Middle East and the Asia-Pacific region. The company's customers include advertisers and publishers, as well as wireless carriers and other digital companies. Reference customers include AIG, Boxed, Nespresso, Mack Weldon, Samsung Life Direct, Pandora, Omnicom, Ergo, Kaeuferportal, Babbel and Pilot. Partners are also NBC News, Bild, Huffington Post, Microsoft Business Insider, Axel Springer and the Bauer Media Group.
Adam Singolda is the founder and CEO of Taboola. Jon Westnedge is Vice President EMEA responsible for the EMEA region. Westnedge has been with Taboola since 2014 and was previously responsible for the DACH region as Managing Director. He has more than two decades of experience in sales, publishing and audience development.
Westnedge is supported by Ingo Duckerschein. He has been Managing Director for Central and Eastern Europe since May 2019. Before Taboola he held leading positions at LinkedIn and AOL Europe as well as McKinsey as a consultant. Duckerschein is an MBA graduate from MIT Sloan.
The company sees great potential in its own product Taboola Feed. In addition, Taboola News is the company's latest innovation aimed at opening up a new growth branch. To this end, Taboola News uses machine learning, which leads to a significant increase in subscriptions among publishers.
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