Entrepreneur Partners With Taboola To Boost Revenue And Exchange Audiences
by Tobi Elkin@tobielkin, November 17, 2016
Content discovery platform Taboola on Wednesday announced a multiyear partnership with Entrepreneur Media, the publisher of Entrepreneur magazine andEntrepreneur.com, to integrate Taboola’s predictive technology across desktop, tablet, and mobile Web sites. Entrepreneur will also use Taboola Audience Exchange to help drive new audience growth outside of traditional audience sources.
Taboola said its integration across all Entrepreneur platforms grew revenue by 30% since August when the partnership began. The publisher began testing the integration in July, adding Taboola’s predictive content recommendation engine across desktop and mobile to serve editorial and video content.
In an effort to boost on-site engagement and generate revenue streams for the publisher beyond traditional display advertising, Taboola is serving both paid recommendations from around the Web, as well as organic recommendations keeping users engaged on site.
In addition, Entrepreneur properties are using Taboola’s “Audience Exchange,” which enables publisher teams to manage and optimize the flow of traffic across publisher partners’ properties. For example, Entrepreneur is currently recommending content from Vox and other sites.
“When you go to Entrepreneur from a mobile device, we have a button — ‘read more’ — to get a glance at the articles,” said Adam Singolda, founder and CEO at Taboola. “We’re testing experiences in mobile and recommending more video from Entrepreneur.”
“We want to deliver reading experiences that are meaningful for our audiences. …We’ve worked with Taboola to ensure we’re optimizing every placement in a way that’s personalized and drives relevant engagement for our audiences,” stated Bill Shaw, chief revenue officer of Entrepreneur Media.
Taboola serves as a kind of search engine in reverse. Instead of expecting people to search for information, Taboola helps information find people at the right time. Its predictive engine analyzes hundreds of real-time signals including location, device type, referral source, social media trends, and more, to match users with content they’re most likely to be interested in consuming next.
“We’re moving from a world where monetization was the main metric, into one where audience is going to be just as important,” said Singolda. “In light of the Web becoming very fragmented, and people spending more time on social platforms, it’s important to strategize around ways to grow high quality, and loyal audiences in the open Web. This partnership is especially exciting because we’ve already seen promising results for both monetization, as well as audience growth, by exchanging audiences between Entrepreneur Media with publishers such as Vox and others.”
Taboola serves over 360 billion editorial and video recommendations to more than one billion unique visitors every month on publisher sites, including USA TODAY, Huffington Post, MSN, Business Insider, Chicago Tribune, and The Weather Channel.
MediaPost.com: Search Marketing Daily
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