DailyMail.com is investing $3 million dollar in the Israeli content discovery platform Taboola, to create a joint initiative for development of native advertising and content marketing offerings for DailyMail.com clients.
Jon Steinberg, CEO of Daily Mail North America said, “Taboola and Adam [Singolda] have been amazing partners for DailyMail.com and Elite Daily in the U.S. We’ve already used their technology to optimize and deliver key native campaigns and in the next few months we’ll have new content ad products to offer our advertising clients. Stay tuned, we’re just getting started.”
Today’s announcement marks the launch of ‘Taboola Native’, a white-labeled version of Taboola’s Discovery known as ‘related/recommended articles’ platform, which includes completely new formats placed directly on publisher sites.
Taboola Native allows publishers to promote their own direct native offerings, and earn additional revenue by having Taboola backfill the units with its own advertiser demand.
Adam Singolda, founder and CEO of Taboola: “With a highly engaged audience of 225 million unique global browsers, the opportunity to engage brands at scale is massive. Taboola Native opens up a new opportunity for publishers to more easily present content that is engaging and integrated into their site, content living around the web, competing with Facebook and Twitter budgets”.
Mr. Steinberg said “Mobile is where the growth is. Video and content is where we currently see advertiser demand outstripping supply. We’re investing our own resources in innovating our editorial and ad products in these area.”