Global Partnership Enables Advertisers to Scale Programmatic Native Campaigns Across the World’s Largest Discovery Platform, Reaching Over 1 Billion Users
Taboola®, the leading discovery platform, today announced the launch of the largest-ever native advertising real-time bidding (RTB) integration with AppNexus, the world’s leading independent advertising technology company. The collaboration enables AppNexus advertising partners to programmatically buy premium placements across the largest content discovery platform in the world, reaching over 1 billion global users.
Over 85 marketers have already purchased or activated programmatic native campaigns on Taboola. Advertisers can now bid on Taboola’s premium inventory using the AppNexus buying console, promoting native advertising efforts at scale on top sites across the web. The RTB integration is built upon the Internet Advertising Bureau’s (IAB) OpenRTB Specification Version 2.3, the first IAB standard to support native ads.
“Our team at AppNexus is always thinking about how to provide the best value to our advertiser partners, and the scale and quality of our available inventory is crucial to that effort,” said Casey Birtwell, SVP & GM, Advertiser Technology Group, AppNexus. “Taboola has established itself as the leader in the content discovery space, and a vital partner to bring onto our programmatic platform. We look forward to collaborating on new and innovative ways to leverage their expansive network, and further scale native into a major new marketing channel.”
Data from comScore’s December 2015 Ad Focus report found that Taboola reaches 88 percent of U.S. desktop users, more than Google, Facebook, and Yahoo Sites. The discovery platform generates more than 1.15 billion clicks on its personalized recommendations every month, according to the company’s internal data.
“Native has become a major opportunity for marketers of all sizes, enabling brands to engage with consumers in an authentic, invitation-based fashion where people choose to engage,” said Adam Singolda, founder and CEO at Taboola. “We’re excited to work together with AppNexus on unlocking the full potential of this new category, opening up our discovery platform to thousands of new advertiser partners, enabling brands to integrate native into their overall media strategies, programmatically.”
Taboola’s predictive technology analyzes hundreds of real-time signals (such as geography, referral source, device type, social media trends, and more) to match people with the top handful of items they are most likely to be interested in consuming next.
Taboola is the leading discovery platform, serving over 360 billion recommendations to over 1 billion unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune, and The Weather Channel. Headquartered in New York City, Taboola also has offices in Los Angeles, London, Tel Aviv, New Delhi, São Paulo, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter.