Taboola, the global major discovery platform, today unveils an exclusive, 3-year renewal agreement with India Today. Under the agreement, India Today will be integrating Taboola’s personalized content recommendations, Full Page Personalization, Newsroom, and Audience Exchange. The goal is to drive user engagement, audience development, and revenue.
India Today Group is India's leading and most diversified media conglomerate with magazines, newspapers, books, radio, television, print, and Internet. India Today first worked with Taboola in January 2014 with the primary goal of introducing high quality native advertising to consumers, whereby in the new agreement Taboola will work tightly with India Today to integrate its full Discovery platform across desktop and mobile devices.
The agreement will leverage Taboola’s suite of platform capabilities. In addition to continuing to serve sponsored content recommendations, India Today will launch Taboola’s Personalization in an effort to increase onsite user engagement. India Today’s properties will also utilize Taboola’s “audience exchange” architecture, which empowers publisher teams to strategically manage and optimize the flow of traffic across the India Today network, driving users to relevant off-site content and high-value video pages.
“We want to double down on serving content that is tailored to users interests and behaviors, so our readers remain engaged and excited about what they are reading,” said Kalli Purie, Group Editorial Director (Broadcast & New Media), India Today Group. “Taboola has already helped us achieve success, we look forward to working towards our goal of driving increased user engagement and audience development.”
Taboola works as a search engine in reverse. Instead of expecting people to search for information, Taboola helps information find people at the right time in the form of recommended content. Its predictive engine analyzes hundreds of real-time signals (including location, device type, referral source, social media trends and more) to match users with content they are most likely to be interested in consuming next.
Media consumption in India is on a steady rise and the country has remained a key priority for Taboola, which has established partnerships with several Indian publishers including Times of India, NDTV, Jagran, Bhaskar, Aajtak, Amarujala, Rediff and Deccan Chronicle.