Singapore – Open web recommendation leader Taboola has announced that it has recently launched its new AI-powered technology, Taboola for Audience. This solution aims to empower publishers by boosting traffic and future-proofing their audience development strategies amidst changes in referral traffic from search and social media.
It also provides publishers with technology to attract and retain readers through advanced personalisation and insights, utilising Taboola’s nearly 600 million daily active users and massive distribution, including across the top mobile device manufacturers in the world.
As a unified audience development platform, Taboola offers features such as exclusive acquisition channels. This includes Android OEM relationships, news aggregators, personalised notifications, and more to reach users wherever they may be.
It also encompasses reader experience personalisation that allows editorial teams to merge editorial voice and AI across the entire site, from article pages to the homepage.
Lastly, the said solution provides actionable audience insights that editorial and commercial teams can learn from in real-time to inform content strategies, bringing new loyal audiences to the site.
Adam Singolda, CEO at Taboola, said, “Publishers are facing a new era in which sudden decisions by big tech and changes in consumer behaviour are making it harder to survive. Industry giants like Google are changing rules for search, making it harder for publishers to surface content through organic rankings while adding another barrier to site traffic in the form of generative AI search.”
“Social platforms like Meta have closed dedicated ‘news’ portals from their apps. Today, publishers need the right technologies to adapt to these changes and to find, grow, and keep audiences. Taboola for Audience gives publishers a single solution, with AI built from years of our successful publisher relationships to thrive in this new era,” he added.
Mike Braun, senior managing VP, chief digital officer at Gray Media, further stated, “Delivering more personalised and relevant experiences across all of our sites is critical. With Taboola, we have been able to take a truly reader-first approach to personalise our sites, delivering more of what resonates with readers, thereby increasing engagement. Taboola’s audience technologies are allowing us to connect with readers in a more meaningful way.”
Meanwhile, Christian Broughton, CEO, at The Independent, shared, “Taboola has been a true strategic partner in helping us grow. There’s no ‘one size fits all’ approach to audience engagement, and Taboola’s ability to power key areas of our homepage, recirculation from within articles, and other sections of our site, their huge amounts of readership data that provide actionable insights, and their valued partnership in working side-by-side with our own editorial team are the unique building blocks in our shared success.”
