Taboola, a global leader in serving recommendations for the open web, announced a multi-year agreement with Getty Images, a global leader in visual communication.
Taboola and Getty Images Agreement: What Is The Deal About?
– By partnering with Getty Images, Taboola’s more than 14,000 advertisers have access to Getty Images’ collection of premium video content through Taboola Ads media buying platform.
– Besides building on the five-year relationship, this will allow Taboola’s advertisers to integrate Getty Images’ diverse video library into their campaigns.
– Taboola advertisers can seamlessly have access to high-quality videos from Getty Images for use in campaigns that reach more than 500 million active daily users on the world’s top publishers.
– This partnership enables Taboola’s diverse formats such as High Impact Video and Motion Ads, to offer advertisers of all sizes the opportunity to execute campaigns.
Utilizing these formats and Taboola’s long-standing partnerships with leading websites means that advertisers can be sure that their ads will be enhanced every time they are viewed with high-quality video and imagery.
Interesting Read: Taboola And Double Verify Partners For Brand Safety
That’s What They Said
Adam Singolda, CEO and founder, Taboola said the partnership with Getty Images will make video advertising seamless for advertisers of all sizes.
“The ability to create custom video content for campaigns with a partner like Getty Images means advertisers can ramp quickly and get their campaigns in front of our large audience of publishers and their readers.”
Nick Unsworth, VP of Business Development said they are pleased to expand the long-term partnership with Taboola.
“Video is central to how we communicate and engage digitally and with our high quality visual content, advertisers across a broad set of industries and categories can find the right image or video that will enhance their campaign and speak to their target audience.”
Interesting Read: Advertising On Taboola: An Efficient Tool For Advertisers
Taboola, the content recommendation company, announced it has completed the acquisition of Connexity. The total consideration of the transaction is $800 million consisting of approximately $590 million in cash and $210 million in Taboola stock.
Connexity is one of the largest independent e-Commerce media platforms in the open web, and the acquisition brings 1,600 direct merchants, and 6,000 publishers including Walmart, Wayfair, Skechers, Macy’s, eBay to Taboola. The acquisition will enable merchants and advertisers to reach new clients through Taboola on the open web and an alternative to the industry’s walled gardens. Adam Singolda, CEO and founder of Taboola, said,
Ecommerce is the future of the open web, consumers will be buying outside of Amazon, on publishers’ sites next to trusted editorial content a lot more than they are today. Amazon has millions of merchants, but merchants mainly have Amazon. That changes today. Combining Taboola and Connexity’s technologies is one step forward in creating an alternative to walled gardens
Similar News: Taboola And Double Verify Partners For Brand Safety
Taboola and Connexity are uniquely positioned to drive growth and diversify their revenue mix as well as helping merchants and advertisers- all capitalizing on the significant growth potential. Adam Singolda explained,
At a time when, according to eMarketer, over 60% of U.S. publishers are turning to e-commerce as a top revenue source, I believe every publisher is going to develop an e-commerce strategy. With Taboola and Connexity, publishers will get instant access to an innovative technology connecting readers with products, which capitalizes on where consumers spend a large part of their day–reading trusted news online
Another benefit to merchants and advertisers would be Taboola offering Connexity e-commerce solutions across the former’s vast network of more than 9,000 digital properties that reach 500 million daily active users. With Connexity’s offering integrated with Taboola’s network, publishers will have a new way to drive revenues, It will scale up customer acquisition by placing products on the stories that consumers are reading.
Connexity Solutions For Publishers And Merchants
–Publisher Network: Connexity core technology powers customer acquisition for merchants like Walmart, Skechers, or Michael Kors on the open web via its extensive publishers’ network and custom-built search platform integrations. Connexity enables more than 750 million product offerings on its shopping intent network, driving more than 1 million monthly transactions for its advertisers.
–Social Influencers: Merchants can reach out to social influencers. Brands like Forever 21, and Wayfair leverage this opportunity to drive customer engagement when social influencers promote their products on their social media post.
– Shopping Section: Connexity allows publishers to build their own shopping section using contextual signals. Brands like CNET and Brand Reviews are using this offering to build their own customized eCommerce section and connect buyers to the products they love.
– Commerce Content Platform: This enables publishers to integrate their products automatically into their editorial content, which will give the readers an opportunity to instantly buy products based on the article they are reading. Publishers including Condé Nast, Hello! Magazine, and News Corp Australia to name a few, are scaling their e-commerce business.
Recent acquisition deals also signal the maturation of ad tech with the rapid public listing of companies and using the resulting funds to grow in an inorganic way.
Taboola, the world leader in powering recommendations for the open web, is used by digital properties like websites, devices, and apps announced a partnership with Double Verify on brand safety and suitability targeting controls.
As a result of the announcement, Taboola’s advertiser partners such as performance marketers, media agencies, and brands, will receive access to Double Verify’s standard brand safety and suitability targeting technology, allowing for control over the quality of where their ads are being placed in. Adam Singolda, CEO and founder of Taboola said,
“Many of today’s advertisers require a nuanced approach to brand safety and our reach, coupled with DoubleVerify’s ability to offer different tiers of safety and suitability within different categories, is uniquely valuable,”
He further added,
“With shifts in how consumers view ads online and the growth of ad spend after last year, advertisers deserve the peace of mind that their ads are running alongside the content they prefer. DoubleVerify is an innovator in the realm of advertiser trust, and as we bolster our suite of brand safety offerings, partnering with them was a natural fit.”
How will this partnership benefit the advertising partners?
– The settings can be customized by advertisers based on DV’s oncological expertise and industry-leading brand safety and suitability controls.
– DV’s sophisticated approach to content classification allows advertisers to carefully balance brand reputation, protection, and scale while achieving their marketing objectives across their Taboola campaigns.
-Advertisers can make use of DV’s safety and suitability segments while taking advantage of the variety of outcome-based buying options, including CPC and vCPM, available in the Taboola Ads console.
-DV’s pre-bid brand safety and suitability segments are available directly within the Taboola Ads console when planning and executing campaigns.
Mark Zagorski, CEO of DoubleVerify said,
“DoubleVerify’s brand safety and suitability solution enables brands to align their advertising dollars with suitable content, which improves performance,”
“Extending turnkey access to our solutions across Taboola’s environment will help global brands build confidence in their media placements and achieve a higher rate of contextual content suitability. This, in turn, helps create a stronger digital ecosystem where advertisers are able to support premium publisher inventory while safeguarding brand equity.”
Getting to know Taboola – An Introduction
Taboola is the first preference of advertisers for native advertising. Taboola has expanded its user database at a tremendous pace and is growing every minute, adding new users to its list. Its reach is on every possible website, and people are using it for effective advertising. If you search for the platforms for native advertising, you will find Taboola on every list.
The platform is so popular that it reaches 1.4 billion new users every month. Is it not amazing? The market share of the platform is 13.6%. Therefore, we have no restraint in saying that it is one of the most admired platforms for advertisers.
Here we will be providing all the necessary information for the beginners who wanted to start advertising on Taboola. Therefore, if you are looking for a solution for your native advertising marketing campaigns, you must go through this blog to obtain a better understanding of every aspect of the platform.
Understanding the potential and working of Taboola.
As the tag line for the tool says, it is a worldwide popular tool for native advertising and content discovery. Taboola is the first preference of the advertisers and publishers. It is useful to advertise or publish an advertisement on the blog posts. The advertisement location is usually on the top, bottom or in the form of a widget of blog posts.
Here are some images which will give you a clear idea of how your advertisement will look on a blog if advertised using Taboola.
Following are some of the statistics that you might want to know if you are planning to get started with Taboola:
- Nearly 10000 premium brands and publishers are working with Taboola or vice-versa!
- Approximately 44.5% of the total world’s population view the advertisements published by Taboola.
- Out of 10000 top websites worldwide, 1783 generate traffic using Taboola.
- 56% of the total website population on the internet using the technique of content curation are advertising with Taboola.
Understanding, the working of Taboola!
Taboola was founded in the year 2007! Since then, it has been established as one of the prominent sponsored content providers on prevalent websites.
Is easy to use Taboola and pretty straightforward to use:
- Firstly, the advertisers must create their content and decide on a budget that they want to spend on pay per click (PPC). Then they have to decide on what type of audience they want to reach. Finally, all they have to do is wait for their advertisements to bring traffic to their website or landing page.
- The publishers of your advertisement earn money by displaying your advertisement on their page. They assign a widget on their website for Taboola to advertise the content of its users.
- Taboola makes sure that the advertisement is placed appropriately and is visible to the maximum number of people for better conversion.
Creating a campaign on Taboola
As soon as you signup on the platform on Taboola, you will be directed to the page which will demonstrate and display the process of campaign creation.
Choosing the right content
Type of content matters! The content you are publishing can be educational, entertainment or just some information. It could be a photo gallery, blog post or a video. Considering the likes and dislikes of your audience when promoting the content is crucial. It will help your advertisement to perform better and bring more traffic to your website.
The chart shown below will give you an idea about the performance of different types of content on the internet.
Looking at the chart, it is visible that the visual content ranks the highest in terms of attracting the customers and making them click to view the details.
Content for Advertisement
Unlike any other platforms, Taboola lets you enter the title, brand text, add images and target Url in the initial steps of your campaign.
It increases the effectiveness of your advertisement, and it enhances the chances of people liking it in the first glance. Hence, it already keeps you halfway towards success.
Taboola lets you add a title of 60 words allowing you to express the initial idea of your campaign and let you convince them to click your advertisement on a priority.
With a word limit, it becomes crucial that you utilize the word resourcefully. The title plays a vital role in conversion, and you must keep it clear and crisp.
Using power words in your title is the best way to attract audiences. Power words are useful in generating emotions in a person’s mind and heart, and thus he gets reluctant to click on the link. These words could express joy, pride, sorrow, grief, anxiousness etc. Here is a list of power words that you can choose in your title according to the emotion you want to express!
Using a few statistics in your title can help you build user trust. For example, “ 7 out of 10 people like this blog!” You can do better according to the situation and as per your requirement.
Being precise is the prime objective that you have to achieve while framing a title.
The thumbnail is the image that is attached to the link or sometimes acts as a link. Therefore, it is paramount that the image you use is of high resolution and delivers your message to the larger audience.
If you are lacking, with the imagination for your advertisement, you can also check for the Taboola Trends to get ideas for your thumbnails and title. Before finalizing the title and the thumbnail, try various options and variations and finalize the item which looks best.
Objective for marketing
There could be several objectives for your marketing strategy! Some of the most common objectives achieved by people using online advertising are:
- Online purchases
- Web engagement
- Brand awareness
- Lead generation
- Installation of mobile applications
Targeting the audience
Before signing up to Taboola, you get only two options for targeting your audience, these options are:
- Targeting by country
- Targeting by device
However, the moment you complete the procedure of signing up to the platform, it opens up a wide variety of options for the targeting of the audience. Following are the options which will be available to you at Taboola after you sign up:
- Targeting by the operating system
- Targeting using the variety, in types of audience.
- My audiences
- Lookalike audience
- Campaign Clickers
- Marketplace audiences
My Audience: Using this option, you can target the audience visiting your website.
Lookalike audiences: These audiences are those people who have a similar taste to your customers. Due to the resemblance in their interests, they will be targeted by the tool!
Campaign Clickers: These audiences are those who click your advertisement using other campaigns running online.
Marketplace Audience: These are the usual filters that you can apply like based on the interests of the audience, demographic location, intention of buying and their behavioural approach.
Considering a Few things as you proceed:
- Never be overconfident about your audience, even if you know them inside out, you should keep testing to make your campaign better at every step.
- Splitting your campaigns by the segment of your audience by adjusting the settings is always useful( eg. Creatives, CPC etc.) for each segment.
- Remember that selecting audiences from several audience types will limit your chances of reaching maximum audiences.
Assigning the correct schedule for the campaign
Just the way other native ad networks work, Taboola also lets you select the timeframe of the campaign. Also, you can specify the timing when you do not want your advertisement to be visible.
However, the targeting time of the audience generally depends on the location. Below we have a chart showing the variation of users’ behaviour in a week.
Budget and strategies for bidding
There are two options available with Taboola for bidding: Smart bidding and Fixed bidding. We all must be familiar with the method of Fixed bidding. However, let us understand how smart bidding works!
Using the method of smart bidding, you can maximize the conversion, and by effectively utilizing your marketing strategy. Firstly, you have to decide the base amount for the bidding. Once the base amount is decided and set, the smart bidding method will look up into the history of campaigns and accordingly see if the impression is good for getting the conversions.
If the smart bidding method is used, Taboola uses the A/B testing method. It will compare the fixed bidding strategies and the automated bidding strategy on a real-time basis.
You can set the budget for your campaign for a month or for the duration your campaign will be live on the internet.
Another interesting option that will intrigue your curiosity is the option to decide the pace of the campaign. Usually, Taboola offers balanced pacing. The option will help your campaign run at a constant pace, throughout the month.
You also get the option to set your campaign budget at an accelerated pace. It will help you to reach a larger audience in minimum time, but also you will exhaust your biding budget at a greater speed.
You can also choose the option of Strict pacing. In this, you can select an everyday budget that you will like to spend each day.
Optimizing the performance of your campaign
The moment you launch your campaign, you can view the performance of your campaign at many different levels. You can view the performance of your campaign by applying several filters. Here is a few information that you can get by monitoring your campaign:
- You can view the data by location,
- Data by time,
- Data by platform,
- Data by the hour or day,
- Data by campaign items
- And by applying several other filters.
You will be able to see the following metrics in any report generated:
- Conversion rate
- Competed views
- Viewable impressions.
Taboola is one of the most superior tools available in the market for native advertising. It has a wider database of users, publishers, brands and websites on the internet. The best part about Taboola is that it is easy to use and is effective to achieve long term goals.
Due to its reach worldwide, Taboola can be used, generate traffic from any part of the world. With tremendous potential, it also provides an opportunity to view reports on real-time bases, which helps users to see the shortcomings of their campaigns. It is the reason, the tool is trusted by millions of users across the world.
It is easy to sign up on the platform, and by following a few simple steps, you can get used to the platform and start spreading your wings on the internet. Hence, what are you waiting for?
Taboola, the world’s leading discovery and native advertising platform announced a partnership with Integral Ad Science (IAS), the global leader in digital ad verification, to introduce an industry-first pre-bid brand safety solution for performance advertisers.
The partnership will allow advertisers to directly deploy the pre-bid brand safety technology within Taboola’s native advertising platform. It will also help customers to place relevant content in front of Taboola’s large audience base of 1.4 billion people each month.
Adam Singolda, founder and CEO at Taboola said,
“Now Taboola’s large number of global advertisers can feel secure knowing that their content will only appear in locations that have been deemed appropriate by IAS technology. IAS has proven to be a brand safety innovator and a key strategic partner for Taboola. By extending our partnership and introducing this first-to-market offering, we’re giving advertisers yet another way to benefit from Taboola’s audience scale and ultimately ensure ROI.”
Pre-Bid Brand Safety: What It Means For Marketers?
IAS scores web pages across a range of suitability parameters and blocks brand ads from unsafe pages based on the brand’s own risk threshold.
In the press release, Taboola described the partnership as an industry first and, Taboola’s Corporate Communications Leader Dave Struzzi told MarchTech Today,
“IAS works with a variety of publishers, platforms, and advertisers, but to date, IAS pre-bid brand safety solutions are typically found in traditional demand side platforms. This integration is the first of its kind within a closed native advertising platform which operates on a CPC bidding model.”
Taboola has worked with IAS for several years to build new products and optimize their publisher inventory. The new product development will bring the power of IAS’ proprietary ad verification technology to Taboola Ads Console that gives advertisers the control to opt-in to pre-bid brand safety targeting on any campaign.
Craig Ziegler, VP Product Management, IAS said,
“Performance advertisers don’t have to sacrifice brand safety to obtain the scale they’re looking for.”
“We’re giving advertisers an intuitive way to ensure their ad placements are brand safe directly within Taboola’s technology as they begin a campaign.”
Why We Care:
Many advertisers make sure about brand safety by purchasing ad inventory from premium publishers. The trade-off is scale and exposure is restricted through selective buying. The latest integration will allow marketers and advertisers to leverage programmatic native advertising while ensuring brand safety.
Publishers have a new tool in their monetization kitty with the launch of Project Agora’s new Native Content Solution, Explore More.
Over 15,000 websites use Project Agora’s Native Content feature in partnership with Taboola to drive revenue, increase engagement and page views, and acquire new customers.
What is Explore More?
‘Explore More’ is designed to make mobile users, who are visiting the publisher’s site directly from social media and apps to stay longer and re-engaging them before they exit with the relevant content recommendation.
Explore More serves organic and sponsored content. However, they feature 70% organic content which increases organic re-circulation and improves revenue.
How Beneficial is it?
Explore More has impressive results on smartphones and Tablets.
On Smartphones, it brings 60% uplift in RPM (Revenue per Thousand Pageviews) and 100% uplift in Organic CTR whereas, on Tablets, it brings a 45% uplift in RPM and 30% uplift in Organic CTR.
How to Use it?
It is simple to use for publishers already working with Project Agora by just adding the Explore More feature to the website. Project Agora’s expert team will undertake all the processes, and there is no work needed from the publisher to start seeing immediate results.
Project Agora’s Publishers such as protothema.gr, alon.hu, a1.ro, alwatanvoice.com have already upped their game by implementing Explore More on their mobile websites
Dimitris Tsoukalas, Regional Director MEA, Project Agora said,
“More than 19 of Project Agora’s publishers, in the Middle East and Africa, have already upped their game by implementing Explore More on their mobile websites. In their battle to retain users for as long as possible and increase ad-revenues, Explore More is a no-brainer, quick win for publishers.”