Taboola expands reach across India with new publisher partnerships

The company offers content exposure through its discovery platform, and attempts to create a solution in the online content marketplace. It can be news, topical information or advice, a new product or service, or something entertaining. The core of Taboola’s business is recommending and connecting people to sites that may resonate with them.

The expansion follows the signing and renewing of partnership agreements with most of India’s top publishers, including  Indian Express, The Hindu, Zee Media, NDTV, India Today Group, Times Now, MSN, IndiaTV, ABP and Dinamalar.

Taboola now has a monthly reach of 12 million unique views in Delhi, 7.3 million unique views in Mumbai, and 8.7 million unique views in Bangalore.

“At Taboola, publishers come first,” said Kalli Purie, vice-chairperson, India Today Group. “What I really like about Taboola is that they come in and work as partners, not suppliers or vendors. Once they were partners, they were in our newsroom working closely with us, always sharing what they are building and how we can use it. Taboola feels embedded in our newsroom and that's a great way to run a partnership."

“Taboola innovates at this fierce energy with this absolute passion and enthusiasm, anything we ask for, we are never told no, it's always let's see how we can accomplish it, together. Over these years of working together, we find that we share many of the same values; people, always people above business and it's hard to imagine working with anyone else," said Suparna Singh CEO, NDTV.

The reach and effectiveness of the Taboola platform have also driven top India brands to partner with Taboola at a time when many are actively seeking new platforms for generating awareness, leads, and purchases of their products and services. Taboola’s performance for online education company, Talentedge, has been equal to that of Google, but with a 30% reduction in cost.

“We are excited to be opening our fourth global support centre in India and tripling our workforce here having developed in the country with tremendous speed,” said Adam Singolda, CEO and founder at Taboola. “We are confident that expanding our teams on the ground here will foster the strong relationships we’ve built with powerful publications in India over the past two years and will continue long into the future helping drive their engagement, revenue, and audience growth while developing new partnerships with brands to help them drive awareness and traffic.”

According to the company, Taboola enables over 1.4-billion people to discover what’s interesting and new at the moments they’re most ready to explore. Powered by Deep Learning, AI, and a large dataset, Taboola’s discovery platform creates new monetisation, audience and engagement opportunities for digital properties, including publishers, mobile carriers and handset manufacturers. Advertisers use Taboola to reach their target audience when they’re most receptive to new messages, products and services.