• by Tobi Elkin  @tobielkin, August 17, 2016

Taboola on Wednesday announced that Boston.com will partner with it to integrate the content discovery platform’s predictive technology across the news site’s desktop, mobile, and tablet Web sites.

Taboola will deliver personalized recommendations to consumers with a mix of relevant editorial content and promoted stories from across the Web. The goal is to increase on-site engagement and generate new revenue streams for the publisher.

Boston.com, an online news destination for the metro Boston area, reaches more than 6.5 million unique monthly users.

Taboola said that Boston.com will also explore opportunities to bring Taboola’s branded content recommendations to native placements on its homepage and section fronts.

“The digital news space has never been more competitive, and our team is actively seeking out new ways to better engage our readers with the most relevant and timely content,” stated Amy Boisvert at Boston.com.

“We look forward to not only working with Boston.com to build its content discovery, but to also offer local advertisers a way to reach this engaged community with the next form of advertising: native content,” Adam Singolda, Taboola CEO, told Real-Time Daily via email. “We’re excited to help readers discover new content from their community and the open Web that they may like and never knew existed."

Singolda said that regional news sites have loyal and engaged audiences, which opens the opportunity to personalize their reading experiences.

Serving as a search engine in reverse, Taboola’s predictive technology analyzes hundreds of real-time signals (such as geography, referral source, device type, social media trends, and more) to match people with the right content at the right time. Taboola said it generates more than one billion clicks per month.