Taboola leverages stories format made popular by social media
Content discovery platform Taboola has launched Taboola Stories for publishers to embed into websites, similar to those found on Facebook, Instagram and Snapchat.
Once embedded, articles viewed via mobile devices will be constantly updated with recommendations that, once selected, launch vertical, mobile-friendly stories that cycle automatically.
Via Taboola Stories, publishers can recirculate relevant content based on articles people are reading, with the aim of increasing the amount of time spent on the sites. According to Taboola, the Stories function also opens up new ways for publishers to drive revenue.
“We’re combining the best of two worlds, making it easier than ever for publishers to keep readers engaged and allowing readers to discover more content and promoted recommendations by advertisers they may like,” said Taboola CEO Adam Singolda.
Sample of the Stories format
Taboola Stories leverages the same recommendation engine as Taboola Feed, a personalised stream of article and video content that users might be interested in, which is used by more than 9,000 of the world’s top publishers according to Taboola. This in turn is powered by more than a decade of investment by Taboola in Artificial Intelligence, as well as data from readership of more than 500 million daily active users.
“We’re fortunate to have spent 13 years innovating to deliver more opportunities for publishers to develop closer relationships with readers and drive more engagement, and revenue in the process,” said Singolda. “Compared to story-driven formats on traditional social media platforms, Taboola Stories offer similar formats, but side-by-side to premium, editorial content that exists in the open web.”
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Olivia Kruimel is the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.
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