What’s On

Taboola opens Australian office; signs deal with MediaWorks

Taboola, the content discovery platform, has expanded into Asia Pacific, signing its first premium publisher partnership there with Newshub at MediaWorks.

The partnership is a two year exclusive agreement with Newshub, integrating Taboola’s personalised content recommendations, Full Page Personalization, Newsroom and Read More. Taboola is also opening a seventh location in the region, with a new office in Sydney.

The partnership will leverage several of Taboola’s platform capabilities with the goal of driving audience growth, engagement and revenue focusing on mobile in particular. In addition to serving sponsored content recommendations, Newshub will launch Taboola’s Personalization technology in an effort to increase onsite user engagement. Together, Taboola and Newshub will be improving the user experience and engagement by utilising personalised content recommendations, as well as “Read More” functionality on mobile to achieve better personalisation and optimisation for its readers on smaller screens.

MediaWorks is New Zealand’s independent broadcaster, and claims to reach 96 per cent of Kiwis through its extensive portfolio of premium brands across radio, television, digital and live platforms. The deal is focused on Newshub, a MediaWorks property and home to New Zealand’s new leading news and current affairs brand that provides news throughout the day across television, radio, web and mobile.

Shaun Davies, Head of Digital, Newshub at MediaWorks says, “All publishers are in a battle for attention and mobile is the key fighting front. Taboola’s capacity to drive strategy in a way that is personalised and meaningful to readers will help us achieve growth on the metrics that matter to us.”

“We are thrilled to grow our presence in New Zealand and help people discover content they may like but never new existed. We are humbled that Newshub at MediaWorks has chosen to partner with us on their journey in personalisation and content recommendations for the first time. As mobile is steadily becoming the de facto means of consuming content in Asia Pacific, we look forward to working together to deliver experiences that are truly personalised for each individual reader – whether they are consuming content on a big or small screen,” said Adam Singolda, founder and CEO of Taboola.

Taboola acts as a search engine in reverse. Instead of expecting people to search for information, Taboola helps information find people at the right time in the form of recommended content. Its predictive engine analyses hundreds of real-time signals (including location, device type, referral source, social media trends and more) to match users with content they are most likely to be interested in consuming next.