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India Today taps Taboola to drive engagement, rev & audience development

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MUMBAI: Taboola, one of the world’s leading discovery platforms, has announced an exclusive, three-year renewal agreement with India Today. Under the agreement, India Today will be integrating Taboola’s personalised content recommendations, full page personalisation, newsroom and audience exchange with the goal of driving user engagement, audience development and revenue.

India Today Group is India's leading and most diversified media conglomerate with magazines, newspapers, books, radio, television, print and internet. India Today first partnered with Taboola in January 2014 with the initial goal of introducing high quality native advertising to consumers, whereby in the new agreement Taboola will work hand in hand with India Today to integrate its full Discovery platform across desktop and mobile devices.

The partnership will leverage Taboola’s suite of platform capabilities. In addition to continuing to serve sponsored content recommendations, India Today will launch Taboola’s Personalization in an effort to increase onsite user engagement. India Today’s properties will also utilize Taboola’s “audience exchange” architecture, which empowers publisher teams to strategically manage and optimize the flow of traffic across the India Today network, driving users to relevant off-site content and high-value video pages.

“We want to double down on serving content that is tailored to users interests and behaviors, so our readers remain engaged and excited about what they are reading,” said India Today Group Editorial Director (Broadcast & New Media) Kalli Purie. “Taboola has already helped us achieve success, we look forward to working towards our goal of driving increased user engagement and audience development.”

“India continues to be one of our fastest growing markets with content consumption and mobile growth on a steady rise. We are humbled to be working with the India Today team in years to come on integrating Taboola’s Discovery platform, and go ‘beyond the widget’ to find meaningful growth around engagement, audience and revenue,” said Taboola founder and CEO Adam Singolda. “Especially in light of massive mobile growth in the Indian market, we’re even more excited to work together on connecting people with content they may like and never knew existed.”

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 analyzes 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.

Media consumption in India is on a steady rise and the country has remained a key priority for Taboola, which has established partnerships with several Indian publishers including Times of India, NDTV, Jagran, Bhaskar, Aajtak, Amarujala, Rediff and Deccan Chronicle. The announcement of India Today follows several recent wins by Taboola with leading publishers globally including Entrepreneur.com, El Universal, and Blasting News.

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