News Corp Australia has announced a strategic four-year partnership with Taboola, the world’s leading discovery platform, to deliver Australia’s largest, full-service premium native marketplace. ‘News Native Network powered by Taboola’ launches on Thursday 21 February.
News Native Network powered by Taboola will be an integrated native content creation, booking and distribution platform. The native marketplace will deliver content solutions that build brand awareness all the way through to referral generation and conversion.
The partnership will see News Corp Australia implement the Taboola Feed on desktop, mobile, web and in-app across its leading digital network, reaching over 13 million* people every month. This includes news.com.au, metro masthead brands such as The Daily Telegraph, Herald Sun and The Courier-Mail, and lifestyle brands such as kidspot.com.au,taste.com.au and vogue.com.au.
News Digital Networks Australia managing director Julian Delany said: “News Native Network started as a branded content creation and distribution platform to great success. The next step in its evolution is to enrich our capability by way of a full-funnel marketplace. Securing Taboola as our single partner is key to the expansion. They are an innovative, data-driven technology company that can help support our business and grow audience. We’re delighted to partner with them and look forward to working with the Taboola team in the long term.”
News Corp Australia’s managing director of digital solutions Neil Robinson said: “There is increasing demand from our clients and partners to get their content in front of quality audiences in brand safe and trusted environments. Our native marketplace will allow us to deliver just that and become a very important part of our content and performance marketing ecosystem. With complete flexibility and servicing in terms of buying and trading digital content, a client can come in for one part of our offering or connect them all together. It’s incredibly exciting as there is no offer like this in market.”
Customers will be able to buy the full suite of services through their News Corp Australia representative. The native marketplace also offers trading flexibility including the opening up of programmatic content recommendation buying through News Corp Australia. Additionally, Taboola customers will be able to buy content recommendations on a network basis through their Taboola representative.
Taboola CEO and founder Adam Singolda said: “We are committed to supporting quality journalism, and Australia is a critical market for our business. We are honoured that News Corp Australia has chosen Taboola as a key discovery partner empowering users to discover things they may like and never knew existed during those ‘moments of next,’ when they are most open to discovering content they may like.”
Taboola Feed is a vertical-scrolling feed that enables users to access content and encourages audiences to stay engaged on a publisher’s site by scrolling through a personalised stream of content and other experiences the user might be interested in discovering next.
The partnership will also see News Corp Australia leverage Taboola Newsroom’s insights and A/B testing capabilities, providing editorial teams with actionable insights and data about content performance in real time. The platform also provides editors with unique insights on trending topics from Taboola’s network.
*Source: emma CMV 14+ people (Dec 2017 – Nov 2018)