• by Tobi Elkin  @tobielkin, August 9, 2017

The partnership will enable AdRoll to bid programmatically on Taboola’s native exchange, giving AdRoll’s more than 30,000 customers access to Taboola’s publisher marketplace.

For example, Shoes of Prey, a women’s footwear designer, runs campaigns via AdRoll and Taboola. "We wanted to create a seamless experience, regardless of device or the places users visit online. Native advertising is an important element of our full-funnel marketing strategy," stated Stephanie Krueger, senior marketing manager at Shoes of Prey.

AdRoll VP of Product Greg Fulton said Taboola’s native exchange will help its brand marketer customers attract new customers and retain existing customers at scale.

"We are always looking for more opportunities to bring brands safe and performance-oriented content outside of the walled gardens, and this is another step in that direction," Adam Singolda, Founder and CEO, Taboola, told Digital News Daily.