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Taboola launches Data Marketplace, partners with Oracle Data Cloud

Taboola, the content discovery platform, has launched Data Marketplace, debuting the availability of third party data within the Taboola platfor.m Oracle Data Cloud, Neustar, Acxiom, and Bombora are among the first providers and key partners.

Taboola Data Marketplace surfaces the best performing third party segments to reach audiences in the Taboola Publisher Network. Armed with data and insights, marketers will now better be able to start additional campaigns targeting specific audiences and optimize towards key performance indicators (KPIs). This system allows marketers to leverage the segments that drive ROI most effectively in a seamless way. The Audience Marketplace is performance-based, allowing brands for the first time to only pay for data layered onto campaigns based on performance results rather than on usage.

“As brands and marketers seek to reach users throughout the customer journey, the ability to leverage third-party data with a few clicks becomes paramount to effectively reaching audiences at scale. We place tremendous value on the work with Oracle Data Cloud, Neustar, Acxiom, and Bombora as our launch providers and partners, and intend to collaborate with every meaningful data partner in the world, so our marketers have the ability to layer data into their Taboola campaigns. Imagine a world where every campaign has at least one data layer attached to it, enabling brands and advertisers to unlock loyal customers they never reached before,” said Adam Singolda, CEO and founder of Taboola.

“In marketing, quality data connected to the right people is the name of the game, and Oracle Data Cloud gives Taboola marketers the scale and accuracy of the world’s largest audience data marketplace along with the built-in identity capability of the Oracle ID Graph. By reaching the right relevant audiences at scale on Taboola, marketers can maximize the return on their investment and help ensure that their campaigns drive the sales and results that matter,” said Kevin Whitcher, Senior Director of Product Management, Oracle Data Cloud.

“Advertisers who access AdAdvisor audiences through the Taboola data marketplace can build rich custom audiences and activate them consistently for digital ad targeting, ensuring they reach the same people, places and things across the entire marketing campaign,” said Julie Fleischer, Vice President, Product Marketing, Neustar.

“Account Based Marketing is now table stakes for B2B advertisers. With Bombora’s Intent data fueling Taboola campaigns, those advertisers can now reach their target business buyers that are most interested and most likely to engage,” said Greg Herbst, VP of Audience Solutions for Bombora.

Each data partner offers specific insights across industries and consumer types to offer opportunities to increase campaign performance. Brands will have complete visibility into which data segments and data suppliers work most effectively within their budget. The first providers and partners include Oracle Data Cloud, Neustar, Acxiom’s InfoBase and Bombora.