Gannett signs three year deal with Taboola
The publisher of USA Today, Gannett, has signed a three year deal with the content marketing platform Taboola. The deal will add that silly “Content You May Like” or “From Around the Web” feature to the Gannett websites in order to drive traffic and gain incremental dollars.
Israel based Taboola was founded in 2007 by Adam Singolda and is backed by Evergreen Venture Partners and other funds. Many of its early web properties were blogs that had converted into stand-alone news websites such as Talking Points Memo, The Huffington Post, and others. But more and more news organizations, seeing declining print ad dollars, are desperate to grow revenue and are willing to test out alternatives – turning over space, usually at the end of stories, to third party ad networks.
Taboola works a bit like Google’s AdSense in that revenue is earning though pages views and clicks, the difference being that much of the advertising is sponsored content.
“Taboola provides us with valuable insights that help us gain an enhanced understanding of how consumers are behaving across our entire network. This will help us test different content for specific audience segments for improved engagement,” said David Payne, Chief Product Officer at Gannett.
Taboola acquired Perfect Market in August of last year, a company that places text-based advertising onto publishers’ websites.