Little over a year after acquiring Connexity, Taboola is expanding its ecomm business by offering a turnkey solution that publishers can partner with to produce dedicated original content, including product and service review roundups, tutorials, and how-to guides. First client? TIME.
Taboola, the content recommendation platform, has launched Taboola Turnkey Commerce, a new turnkey offering that publishers can leverage to produce dedicated original content written by Taboola’s verticalized commerce team.
The initial service will focus on “thoroughly tested and reviewed products and services” and aims to create a new revenue source for publishers by capitalizing on readers with high purchase intent. Simultaneously it will give advertisers access to buyers at scale in trusted premium editorial environments.
The content pieces will also benefit from Taboola’s data on reader intent, based on anonymous contextual signals from more than 590 million daily active users, as well as existing relationships with retailers as part of Taboola’s acquisition of Connexity for $800M in 2021. It also deepens Taboola’s commitment to performance marketing, offering commission-based pricing models to strengthen its partnership with advertisers.
Commenting on the launch, Adam Singolda, CEO at Taboola, says, “Taboola Turnkey Commerce gives publishers a big way to tap into ecommerce, by leveraging their trusted editorial voice and creating product recommendation-driven content that keeps readers coming back.
Publishers get a turnkey offering that opens up new revenue opportunities by tapping our editorial team and rich history of understanding the types of content that work well for all audiences.Adam Singolda, CEO, Taboola
According to eMarketer, more than 60% of publishers are turning to e-commerce as a top revenue source, while similar independent research shows 87% of publishers noting commerce content is a contributor to their revenue.
People will be buying from the open web in the future and I believe a third of publishers’ revenue on the open web will be from eCommerce…consumers need an alternative to Amazon.Adam Singolda, CEO, Taboola
TIME becomes the first Turnkey Commerce Client
The new offering will launch with a new partnership between Taboola and TIME which will see Taboola Turnkey Commerce manage its new platform for product and services review-driven content. Aimed at helping audiences make the best choices for decisions they care about, the platform, which will be created by Taboola and hosted on TIME.com, adds to TIME’s longstanding relationship with Taboola.
“Audiences come to TIME for content they can trust about the decisions that matter most to them,” says Jessica Sibley, CEO of TIME. “Taboola’s comprehensive data on reader intent and their understanding of the type of content that actually gets readers interested and invested made them the best choice for this new partnership.”