Taboola a global leader in performance-driven content discovery, has extended its exclusive partnership with Sky News Australia in a new five-year commercial deal. The renewed agreement will see the collaboration span a full decade by the end of its term, reinforcing the role of Taboola’s technology in enhancing Sky News Australia’s digital ecosystem.
“Partnering with Taboola has delivered unparalleled results for our digital newsroom,” said Tim Love, head of digital at Sky News Australia. “Together with Taboola, we’ve been able to transform our digital offering, driving record traffic to our website and app, and supporting other initiatives including the recent launches of the SkyNews.com.au Streaming Subscription and Smart TV app”.
Tim Love, head of digital at Sky News Australia
Powering audience engagement and revenue growth
As part of the extended partnership, Taboola will continue to drive content recommendations across Sky News Australia’s digital platforms, including SkyNews.com.au and its mobile apps on iOS and Android. The partnership ensures users receive personalised on-site recommendations while providing new advertising opportunities for brands seeking engaged audiences.
Leveraging data-driven innovation
Sky News Australia will continue to integrate Taboola’s suite of products, including Taboola Feed, Audience Exchange, Taboola News, and Mid Article, across key digital touch points. The broadcaster says the tools help optimise audience engagement, grow traffic, and drive revenue, reinforcing Sky News Australia’s position as a leading news platform.
Taboola’s founder and CEO Adam Singolda praised the partnership, saying that “we have worked closely with Sky News Australia, one of the leading sources of news over many years to establish ourselves as a trusted partner”.
He continued: “Sky News Australia has seen great results across many aspects of its business, by tapping into Taboola’s technology that helps to grow audiences, engagement and more. We’re grateful to Sky News Australia for continuing to choose us as its partner and we’re excited for the next phase in our 10-year relationship.”
Taboola’s founder and CEO Adam Singolda
Sustained digital growth
Since first partnering in 2019, Taboola has played a key role in expanding Sky News Australia’s digital footprint. The platform now attracts an average monthly audience of more than 3.5 million Australians, with continued growth expected as the partnership evolves.
Love explained that over the past five years “Taboola’s expert recommendations and thorough platform analysis has helped us scale our digital channels, bringing our award-winning breaking news and current affairs commentary to more Australians than ever before. We look forward to the next chapter in our product partnership journey with Taboola.”
The renewed agreement is effective immediately.
Pictured: Adam Singolda