The head to head battle for Internet publishers between the two Israeli content recommendation giants - Taboola and Outbrain - continues to rage. Taboola has today announced it has signed an exclusive, three-year strategic partnership with Gannett Co., Inc. (NYSE: GCI), the parent company of USA Today.
The deal is worth an estimated $45-55 million and Taboola’s recommendations will be seamlessly integrated across Gannett’s vast network of digital publishing assets in more than 110 markets. Using advanced data analysis of audience behavior, the companies will work together to provide relevant and engaging content recommendations for Gannett’s audience.
Gannett chief product office David Payne said, “Taboola provides us with valuable insights that help us gain an enhanced understanding of how consumers are behaving across our entire network. This will help us test different content for specific audience segments for improved engagement."
Taboola, which recently signed exclusive partnership deals with other media companies, including Bloomberg, NBC News Digital, The McClatchy Company, and Reader’s Digest, has made “the next generation of personalization” a strategic initiative for 2015.
Taboola founder and CEO Adam Singolda said, “As the digital ecosystem becomes more fragmented, consumers around the world should be seeing different executions of the web, tailored for them. We’re excited to collaborate with such a top-notch and well respected media company such as Gannett and help connect users with content they may like and never knew existed.”
Taboola’s predictive engine analyzes hundreds of real-time signals (including collaborative filtering, geography, context, referral source, social media trends, and more) to match people with specific content in which they are most likely to be interested.
Taboola has raised over $100 million to date at a company value of $700 million. The most recent investor was Chinese Internet search engine giant Baidu (the Chinese Google).
Published by Globes [online], Israel business news - www.globes-online.com - on August 5, 2015
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