Content discovery platform Taboola on Wednesday said it will collaborate with The Trade Desk to enable the ad-tech firm’s customers to programmatically buy video and native advertising on Taboola’s platform.
The integration gives The Trade Desk advertisers the ability to reach every native ad placement on the Taboola network of publishers, programmatically. Advertisers can use their own data when buying either sponsored content—paid content that if you click on, will lead you to the advertiser's page—or video, that will play on the publisher's page itself.
Programmatic digital ad spending is expected to reach $38.5 billion across desktop, mobile and video by 2020, according to eMarketer. Taboola’s supply of so-called “premium” publisher placements reaches 70% of U.S. consumers across mobile and desktop--one-third of global Internet users, according to comScore.Taboola said it reaches about 1 billion users monthly.
“Our integration with Taboola provides our advertisers with even more ways to foster meaningful connections and further scale native as an integrated part of their overall digital marketing plan,” stated Joel Livesey director of partnerships, EMEA, at The Trade Desk.
"We know brands and advertisers are seeking a streamlined process to reach their customers throughout the full purchase funnel. This integration means advertisers can buy both video and native from a publisher through the same interface, programmatically, around the world,” Adam Singolda, Taboola founder and CEO, told Real-Time Daily via email. He said the collaboration brings publishers programmatic demand outside of Facebook for both video and native worldwide.