Taboola has introduced Taboola for Audience, an AI-powered technology that works to give publishers the ability to drive more traffic.
2024 has seen changes to search engine and social media traffic, as well as ongoing uncertainty from the now-redundant cookie deprecation plans. Taboola for Audience will allow publishers to navigate changes affecting their referral traffic from search and social media, according to the company.
Select publisher sites using Taboola for Audience capabilities have reportedly seen nearly 10% more traffic.
“Publishers are facing a new era in which sudden decisions by big tech and changes in consumer behaviour are making it harder to survive,” said Adam Singolda, CEO at Taboola.
“Today, publishers need the right technologies to adapt to these changes and to find, grow, and keep audiences. Taboola for Audience gives publishers a single solution, with AI built from years of our successful publisher relationships to thrive in this new era.”
Taboola for Audience is an offering that gives publishers the technology to attract and retain readers through personalisation and insights, sourced from Taboola’s nearly 600 million daily active users, and distribution including across top mobile device manufacturers.
The tool combines AI-powered personalisation capabilities into a single, unified audience development platform, and includes: exclusive acquisition channels such as Android OEM relationships, news aggregators, and personalised notifications; reader experience personalisation that enables editorial teams to combine editorial voice and AI across the site; and actionable audience insights that editorial and commercial teams can learn from in real-time to inform content strategies.
One of the publishers using the tool is The Independent.
“Taboola has been a true strategic partner in helping us grow,” said Christian Broughton, CEO, The Independent.
“There’s no ‘one size fits all’ approach to audience engagement, and Taboola’s ability to power key areas of our homepage, recirculation from within articles, and other sections of our site, their huge amounts of readership data that provide actionable insights, and their valued partnership in working side-by-side with our own editorial team are the unique building blocks in our shared success.”
See also: Taboola inks global deal with Apple to power native advertising