Taboola, the content discovery platform, has today announced a partnership with Bauer Media UK, one of the UK’s leading online publisher groups. Under the deal, Bauer Media will integrate Taboola Feed as well as leveraging Taboola’s “audience exchange” solution, with the goal of driving engagement and growing revenue.
Taboola Feed, which recently launched in the UK on BT, is a continuous-scrolling feed of ‘cards’ that serves content in formats such as video and content recommendations as well as third party card experiences including games, weather and surveys. Users can scroll through content, video and headlines directly from the publisher’s page.
Bauer Media, which has a mixture of lifestyle and vertical specific publications including Grazia, Heat, Closer, EmpireOnline, MCN, Car and others, reaches 40 million users. It will launch Taboola Feed at the bottom of mobile and desktop articles.
Bauer Media will also utilise Taboola’s audience exchange solution, which empowers publisher teams to strategically manage and optimise the flow of traffic across the network, driving users to relevant high-value pages such as video pages, branded content and more.
“As we continue to grow Bauer Media’s digital audience, one of our key priorities has been to enhance engagement while still delivering a best-in-class user experience that is timely and valuable, and Taboola allows our portfolio of publishers to provide a more personalised experience,” said Charlie Brookes, Head of Revenue of Bauer Xcel Media.