• by Melynda Fuller , Sara Guaglione , June 15, 2018

Menswear startup brand Mack Weldon worked with content discovery platform Taboola to expand its reach and acquire new, loyal customers, Taboola CEO Adam Singolda told Publishers Daily.

Mack Weldon achieved a 39% increase in conversion rate using owned media and Taboola's predictive engine, locating and identifying relevant audiences across Taboola’s network of publishers for the company’s campaigns. Those audiences were 2.8 times more likely to convert and purchase Mack Weldon’s products.

Taboola and Mack Weldon optimized campaigns on a day-to-day basis by A/B testing messaging, site-level targeting, bids and budget allocation, Singolda added.

Mack Weldon was one of the first partners to use Taboola’s Data Marketplace, a performance-based solution that connects Taboola marketers directly with data companies such as Oracle Data Cloud, Neustar, Acxiom and Bombora.

Integrating with data providers gave Mack Weldon insights to help the retail company set up more targeted campaigns “to capitalize on additional users within those audience segments, across current, new and previously untapped sites on the Taboola network,” Singolda said.

“We were able to build one of the first custom audience segments for a specific advertiser through Taboola Data Marketplace,” he added.

Mack Weldon found “high-converting audiences” using the Data Marketplace, stated Zach Jacobs, director of marketing at the company. “Targeting those audiences gave us great scale and drove more purchases on sites that either previously did not convert or converted at too high of a cost."

Taboola, serves 360 billion recommendations to over 1 billion unique visitors each month on publisher sites like NBC, USA Today, The Weather Channel, Tribune and Fox Sports.