Taboola adds loyalty-based targeting to its personalisation suite

Open web discovery platform Taboola has announced it is expanding its suite of segmentation and personalisation offerings for partner publishers with a series of new loyalty features.

New and existing publishers with Taboola will now be able to alter the reader experiences based on loyalty levels, and then target readers based on their category.

The new personalisation tools work by giving readers a proprietary loyalty score, built on deep learning and AI, that helps to segment them based on attributes such as how frequently they visit, how many pages they visit and how recently they visited.

Readers then fall into three categories: ‘flyby readers’ (groups that visit less frequently and consume the least amount of pages), ‘loyal readers’ (groups that demonstrate site affinity and consume the most amount of page views) and ‘casual reader’ (those who fall in between).

Publishers can then use the Taboola suite of tools to tailor reader experiences to each segment, to promote increased readership and unlock new monetisation options.

This can be done by adjusting the ratio of publishers’ own content versus advertising content, surfacing abridged articles that feature a ‘Read More’ button (targeted only to flyby users), and recommending special offers just to loyal readers to subscribe to content or sign up to newsletters.

Taboola CEO and founder Adam Singolda

Taboola CEO and founder Adam Singolda said there is “no one size fits all approach for publishers to interact with readers”.

“Readership and interests can change over time and readers arrive on publisher sites in different contexts with different intentions. Publishers need to be able to stay in sync with what readers want, to adapt their properties to best serve each reader.

“Publishers want to have deeper connections and with our loyalty offerings, we’re giving our publishers a stronger ability to do it. Publishers might want to direct flyby readers to a sister site or promote a more premium experience with loyal users that adds to their loyalty.

“Our 13 years of experience working with publishers gives us unique insight into building these kinds of relationships.”

Over 9,000 digital properties worldwide have engagement with Taboola in long-term exclusive partnerships, with recent deals struck in Australia with Val Morgan Digital and Seven West Media.

Taboola announced its intentions to list on the NYSE last month, following a merger agreement with special purpose acquisition company ION Acquisition Corp


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