Taboola's New Machine-Learning Tool Aids Subscription Efforts

Taboola has added a new feature to its Newsroom product suite, which the content-recommendation company says helps publishers with paywalls drive an average of 30% more subscriptions.

Taboola Newsroom now offers publishers “Propensity to Subscribe,” a feature that uses machine learning to identify which users are more likely to subscribe.

It allows publishers to target engaged registered users with articles that promote the most subscriptions.

Taboola Newsroom helps publishers "understand what our most valuable local audiences are reading on our digital platforms and how our stories are performing versus other sources across the Internet,” said Rob Barrett, president of Hearst Newspapers Digital Media. 

“The platform supports our increasing focus on AI and machine learning, delivering actionable data — like alerts that identify stories with high potential relevance to loyal readers — to the right people on Hearst Newspapers editorial teams, in a way that fits their workflow," he added.



Adam Singolda, CEO-founder of Taboola, noted that news subscriptions have increased considerably during the pandemic: “We are seeing that readers are more inclined now to support their favorite publications by becoming subscribers."

More than 400 publishers are using Newsroom, including the Associated Press, The Independent and Die Welt.

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