Content discovery platform Taboola on Thursday announced an alliance with LiveIntent that will bring tailored content recommendations to email newsletters.
LiveIntent and Taboola will share their anonymized data sources to help their customers leverage personalized content to engage with consumers. Taboola says this partnership marks the company’s first foray into people-based marketing, and likewise marks LiveIntent’s first entrance into content discovery.
LiveIntent is a Web platform that offers full-service e-mail advertising services for marketers and publishers, and will use Taboola’s predictive algorithmic technology to serve personalized content in email campaigns
The integration will also expand Taboola’s Discovery platform. Taboola matches users with content that they are most likely to be interested in by analyzing real-time data signals, such as location, device, social media trends and referral source
Taboola customers will be able to leverage LiveIntent’s identity graph to power people-based marketing initiatives through the email channel. The LiveIntent identity graph will connect Taboola’s consumer intent data with LiveIntent’s mobile email inventory so that Taboola’s recommended content will surface in consumers’ inboxes.
“In this attention economy, it’s mission critical to serve content that is relevant and tailored to users interests,” states Adam Singolda, founder and CEO, Taboola. “To do that successfully, we have to double down on getting to consumers in a better way through data and insights.”
LiveIntent delivers people-based marketing programs to more than 160 million individuals, powered in part by the company’s relationships with more than 1600 publishers. LiveIntent claims this consumer base consumes more than three billion email newsletters per month.
Taboola works with top publishing companies like USA Today and Business Insider, and claims to serve more than 200 billion recommendations to over 550 million unique visitors each month.
The partnership makes sense for two companies with a large cross-section of publishing customers, and Taboola asserts that the partnership and integration was a result of customer requests.
“Delivering a top notch user experience is our primary goal,” states Matt Keiser, LiveIntent Founder and CEO. “Monetization is a secondary concern for our customers. Publishers were not happy with the content recommendations solutions in the market. After a year-long diligent vetting process, we learned that Taboola was the only company that had the tools and policies to deliver the performance and quality our brands demand.”