On June 12, I was present at Time 2 Marketing and the i-expo in Paris and I strolled between the different stands. Many presentations of tools for optimizing the use of social networks, promises of buzz creation, mobile marketing and SEO. Certain stands specializing in “content” caught my attention and one in particular: that of Taboola. But what is it about? What is the model?
Precision: This post is not not sponsored, I do not receive any compensation for presenting their service on CWT Advertising & Co’m. I just met Harry at the show and this idea, although quite simple in the end, was on my mind as a logical evolution of display in today’s marketing environment. Convinced by the concept, I am of the opinion that “retargeting applied to content” deserves to gain visibility in England.
The story behind Taboola
Taboola was born from the inspiration of young Israelis, especially their current CEO, Adam Singolda. He woke up one morning with a thought in mind: in the morning, people do not wake up thinking about what content they will consume in particular. The problem of search does not really arise for the content, since it must be made available to an interested readership. It’s all about access and recommendation.
Convinced by the possibilities offered by an elaborate algorithm, EngageRank™, Taboola was founded in 2007. The company is engaged in an analysis of content consumption patterns (editorial and audiovisual) in order to be able to recommend others relevant to the reader. Taboula quickly launched its service and convinced its first customers. With what model?
How does the service work?
You are no doubt aware of the principle of retargeting, or retargeting, which consists of personalizing the advertisements displayed on web pages by means of cookies on the user’s terminal, which communicates their interests on the basis of their browsing history. Taboola is just the same thing, but for the content. The algorithm mentioned above is capable of understanding your interests and offering you articles and videos that may be of interest to you.
The operation is based on the participation of two segments. On the one hand there are publishers who want to monetize their site and on the other there are customers who sign up to have their content recommended. For the former, I see two major advantages:
- Monetize the portal without going through the adsense solution or other banners that sometimes disfigure the page and other pop-ups or videos that you can only close after a certain number of seconds;
- On the other hand, in my opinion this solution allows visitors to the site to have a more interesting experience, having access to relevant content recommended, on which we would not have come across otherwise. The banner on the site therefore adds value in terms of content!
On the other hand, publishers who pay Taboola for their content to be recommended have a solution for acquiring quality traffic, visitors they know are interested in the subject.
Then came content marketing
For a company with growing ambitions, a good deal of luck is always one of the factors (not necessarily controllable) determining in development. In 2012 and 2013, content marketing is a major theme, which of course is not to displease Taboola!
src=”https://cwtadvertising.co.uk/wp-content/uploads/2020/01/1578987340_121_Taboola-or-retargeting-applied-to-content-2020.jpg” sizes=” (max-width: 150px) 100vw, 150px ” srcset=” https://cwtadvertising.co.uk/wp-content/uploads/2020/01/1578987340_121_Taboola-or-retargeting-applied-to-content-2020.jpg 150w, https: //www.webmarketing-com.com/wp-content/uploads/2013/06/Taboola-2-100×100.jpg 100w, https://www.webmarketing-com.com/wp-content/uploads/2013/06 /Taboola-2-92×92.jpg 92w ” alt=”Taboola-2 ” width=” 150 ” height=” 150 ” /> For content publishers (bloggers, webzines, journalists…) Taboola’s solution allows them to monetize their editorial activity Much less intrusive than display ads, this solution could quickly impose itself and compete with the solution proposed by a certain Californian company in Silicon Valley…
Today, Taboola operates from offices in New York, London and Israel and employs 80 people. Their reach, according to their indications on their web page, amounts to 200 million unique visits and recommends more than 2 billion contents each day. Among the most famous (English) publishers, we can cite Bloomberg, BusinessWeek, Time.com, USAToday, NYTimes, BBC … Such references command respect and show that the concept is in the process of gaining ground.