September 14, 2016 Last Updated 10:46 am

Taboola clickbait now to adorn Media General websites

This is the kind of thing that drives readers crazy. On the one hand publishers like to proclaim that their website content is worth readers paying for. While on the other hand they have no problem loading up their sites with junk content all for the chance to earn some incremental dollars when readers get lured by clickbait.

There is no question that publishers must be making some money off this stuff, otherwise why would they voluntarily make their websites indistinguishable from Breitbart News and other fringe websites?

Media General used to be a newspaper owner but now is broadcast only. The company recently won DOJ approvale for its merger with Nexstar Broadcasting Group after it has originally looked to merge with Meredith Corporation. But shareholders objected to the deal, objecting to a return to print. But Nexstar came to the rescue, merging the two companies that are solely in local broadcast, print free.

Here is Taboola’s announcement that they have landed another media property:

NEW YORK, NY – September 14, 2016 — Taboola, the leading discovery platform, today announced a 3-year partnership with Media General, one of the nation’s largest connected-screen media companies, operating and servicing over 70 television stations in 48 markets. Taboola’s personalized content recommendations has been seamlessly integrated across the broadcaster’s station websites, spanning desktop and mobile platforms, and appearing on top local news sites such as KXAN (Austin), WOOD (Grand Rapids), WIVB (Buffalo) and WFLA (Tampa).

Powered by Taboola’s predictive engine, prominent recommendations alongside editorial content presents Media General’s diverse audiences with promoted stories from around the web, creating value for users and generating a significant new revenue stream for the publisher.

The partnership combines two of the largest networks and platforms operating in the US media market today. Media General’s robust portfolio of broadcast and digital properties engages 23 percent of U.S. TV households and more than two-thirds of the related U.S. Internet audience. According to comScore, a global leader in digital measurement and analytics, Taboola reaches 1 billion users a month, and every American Internet user sees Taboola at least 70 times per month.

Taboola’s advanced algorithmic technology analyzes hundreds of real-time signals (such as geography, device type, referral source, collaborative filtering, and social media trends) to predict the top handful of items a user may want to consume next. Several premium publishers have also recently chosen Taboola’s multi-platform discovery solution, including NBCUniversal, NY Daily News, AOL and MSN.

“In today’s often-turbulent media ecosystem, scale matters more than ever, and we’re honored to partner with such a forward-thinking company like Media General that has made growth a priority by continuing to transform its business in interesting ways,” said Adam Singolda, founder and CEO of Taboola. “As the team at Media General focuses on developing its digital business, we will continue to work together on unlocking new ways to monetize and engage their large and varied audience base, matching people with content they may like but never knew existed.”

  • John 1 month ago

    Media General and Nexstar haven’t merged yet.

    • D.B. Hebbard 1 month ago

      Thanks, I could not find a date for the completion of the merger, but earlier this month the DOJ approved the merger – story updated to reflect that action.