For online publishers seeking to monetize their content, opportunities continue to multiply.
You’ve likely visited sites that use Taboola to recommend videos, news stories, and image galleries at the bottom of an article. Taboola uses “discovery” search to determine what site visitors are most interested in seeing and recommends related content to individual readers. As visitors click on the recommendations the website publisher gets paid for those clicks.
Perfect Market has pioneered a technology for recommending products and services to website visitors through similar means. The goal of the acquisition is to merge both companies’ technologies giving website publishers even more options to monetize their sites.
In a post on the official Taboola blog, founder and CEO Adam Singolda explains:
“Predicting what people may like and never knew existed is no easy task. We spent the first 4.5 years focusing just on cracking the code on how to recommend videos. Then, leveraging the mathematical innovation we developed to recommend videos, we spent the past 2.5 years expanding into articles and slideshows, now serving 150 billion recommendations to 400 million unique users every month. Pursuing our vision to expand the Discovery category and help publishers tap into new markets beyond paid videos, articles, and galleries, we’re excited to announce that we will start recommending Products/Services.”
With the acquisition, Taboola is planning to introduce the new combined services for website publishers under the name Taboola X. Singolda says the new service will not only mesh the technologies developed by his company and those from Perfect Match. It will also allow publishers to maximize more of their site real estate for monetization. He writes:
“In the past seven years, Perfect Market’s talented team has developed a disruptive technology that can take existing real estate on a publisher’s site used for performance text advertising and generate an exciting incremental revenue out of the same space.”
The new service will allow publishers to run ads using Perfect Match’s algorithm for helping readers discover related products and services along the rails of their sites. The ads will also run across the tops of pages. Taboola’s recommended content ads will remain where they are.
Specific term of the acquisition were not disclosed.
Taboola currently boasts 150 billion recommendations monthly and 400 million unique visitors delivered monthly through its advertising platform.