F.Y.I.

Taboola expands its programmatic advertising footprint

Content discovery platform Taboola announced new programmatic advertising partners in Australia as the service looks to grow its local client base for native content distribution.

The announcement:

Taboola Doubling Down on Programmatic in Australia, Powering Native at Scale  

Sydney – June 19 –  Taboola®the leading global discovery platform, today announced it has expanded its programmatic native advertising business in Australia, as brand marketers invest more of their budgets in targeted sponsored ad placements.

Taboola announced today the addition of the following programmatic advertising partners in Australia: AppNexus, RocketFuel, Criteo, StackAdapt, and MediaIQ Digital. The slate of new partners is part of Taboola’s plans to accelerate its programmatic native business in Australia.

The company said it would continue to seek new partners as brands and technology partners increasingly seek to place native advertising content on more premium publisher sites. Taboola’s publisher partners in Australia include MSN Australia, Huffington Post Australia, and Business Insider Australia.

The partnerships provide advertisers with a strong native advertising option beyond search and the walled gardens of social platforms. According to eMarketer, 61 percent of digital advertising budgets is spent on programmatic in Australia and New Zealand.

“Our programmatic native ad business is growing rapidly in Australia as brands can see the increased engagement rates that are being achieved in publisher placements,” said Adam Singolda, founder and CEO at Taboola. “We have focused heavily on building long term partnerships in Australia and we believe our success is due to product quality and the hard work of our local team.”

The partnerships enable Taboola to provide access to its supply of premium publisher placements to a multitude of programmatic media buying platforms. The sharp increase in mobile environments of mobile and native advertising investment has resulted in increased demand from new partners.

“We have partnered with Taboola because they are one of the leading enablers of native advertising in publisher programmatic environments,” said Mailee Creacy, Rocket Fuel Country Manager ANZ. “The future of consumer engagement and digital publisher growth will be focused on mobile and video, and brands need to use technology to reach their best audiences in these content channels.”

Taboola’s predictive technology analyzes hundreds of real-time signals (such as geography, referral source, device type, social media trends, and more) to match people with the top handful of items they are most likely to be interested in consuming next.

About Taboola 

Taboola is the leading discovery platform, serving over 360 billion editorial and video recommendations to over 1 billion unique visitors every month on some of the Web’s most innovative publisher sites, including Huffington Post Australia, Daily Mail Australia, Business Insider Australia MSN, and The Weather Channel. Headquartered in New York City, Taboola also has offices in Los Angeles, London, Tel Aviv, New Delhi, Bangkok, São Paulo, Beijing, Shanghai, Seoul, Istanbul, Sydney and Tokyo. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter.

Source: Taboola media release

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