Taboola inks three year deal with Val Morgan Digital

Val Morgan Digital (VMD) is the latest digital publisher to sign on with an open web discovery platform, engaging Taboola for in a multi-year partnership.

The entertainment, lifestyle and health content division of cinema and outdoor company Val Morgan will now utilise Taboola’s products to optimise user engagement and drive revenue.

These tools include the Taboola Feed, which is a vertical-scrolling feed, which provides targeted, relevant content.

VMD will also take advantage of Taboola Video and the recently upgraded Taboola Newsroom product, across its digital portfolio.

Taboola Video allows visitors to access integrated video, which plays only when in-view and initiated by the user.

Meanwhile, Taboola Newsroom is a product designed to help writers and editors make informed editorial decisions to increase readership. It allows publishers to monitor real-time and historical data about content performance and gain insights into readers’ interests.

Taboola founder and CEO Adam Singolda

VMD’s digital suite of sites includes the VMD-owned-and-operated wellness offering The Latch, plus local editions of food site Thrillist and the recently re-launched Popsugar Australia, which are both operated thanks to VMD’s partnership with Group Nine Media.

Taboola CEO and founder Adam Singolda said Taboola’s products will enable VMD to optimise content on its channels and reach new audiences.

We are delighted to partner with Val Morgan Digital on its new digital strategy and are looking forward to working closely to optimise its digital offerings, exploring ways to resurface the websites’ content and drive revenue.

“VMD has continued to go from strength-to-strength since its 2019 launch and its platforms are home to a wealth of fantastic information, with an engaged audience.

“There are huge opportunities for premium publishers like VMD to use real-time and archived data to understand its content and how it is consumed, and then look at ways to harness insights to further engage audiences.”

The deal comes after Taboola announced a partnership with Seven West Media to integrate across its suite of digital publishing sites in late 2020. Taboola also works across the News Corp network of digital publishing assets.

VMD managing director Brian Florido

VMD managing director Brian Florido added: “At VMD, we are still very much in the growth stage of the business, as we continue to build a stable of brands that drive curiosity, influence and impact.

“What we’ve done has been intentional and by design, with each of our brands offering something different for the reader, while complementing our Val Morgan cinema and out of home networks.

“We’re looking forward to working with Taboola and utilising their suite of products to further enhance our engagement, deliver our content to new audiences and ultimately to drive revenue for the business.”

Just weeks ago, Taboola entered into a merger agreement with special purpose acquisition company ION Acquisition Corp. that will see the content discovery and native ad platform begin trading publicly on the New York Stock Exchange (NYSE).

Taboola has secured approximately $285 million in primary and secondary PIPE financing from institutional investors, and is set to be listed at an implied $2.6 billion valuation.


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