Taboola has partnered with programmatic advertising consultancy Jounce Media to verify that the Taboola Select publisher network is free from Made for Advertising (MFA) properties.
Taboola Select is a curated selection of highly visible and brand-safe placements on just 15 per cent of its most premium publishers, allowing advertisers to drive performance-focused campaigns.
Among its top partnerships are top publisher properties, including Yahoo, Business Insider, and The Associated Press.
A substantial portion of advertising dollars is spent on Made for Advertising sites, with 15 per cent of ad spend classified as MFA, according to data from the Association of National Advertisers.
Through this new partnership with Jounce Media, the platform will utilise Jounce’s MFA-detection technology and data, alongside proprietary machine learning models and procedures, to guarantee the exclusion of MFA publishers from Taboola Select.
“Made For Advertising supply undermines advertiser trust in the open internet and siphons ad spend from reputable publishers,” said Chris Kane, president of Jounce Media.
“Taboola’s decision to package its most premium supply in the Taboola Select network and to use Jounce data to ensure the marketplace is MFA-free is a positive step that serves both marketers and publishers.”
“Advertisers deserve access to premium, brand safe and effective publishers to run their campaigns,” said Adam Singolda, CEO and founder at Taboola.
“Taboola has been on the forefront of providing this access, through our immense scale with trusted publishers. Adding the expertise and guidance of Jounce is yet another vote of confidence in our ability to connect advertisers with consumers in premium destinations,” he added.
In August, Taboola expanded the availability of its performance advertising-focused bidding technology, Maximize Conversions, to all advertisers.
The AI-powered technology, designed to optimise marketing objectives within advertisers’ budgets, automates the manual bidding process for campaigns.
See also: Taboola expands AI-powered bidding tech to all advertisers