Taboola, which powers recommendations for the open web to help people discover things, on Monday released numbers reflecting the significant adoption of its News product.
The News product -- which is similar to Apple News or other news aggregators on AT&T, Verizon and others -- can integrate into the mobile carrier's offering or be pre-loaded on phones from OEMs like Samsung, or devices of partners that make software for mobile devices.
News is now live in more than 80 countries worldwide including those from Samsung Brazil, América Móvil, and many of the world’s largest mobile device manufacturers and carriers.
For example, swiping left on the home screen of an Apple iPhone presents the user with news recommendations.
Taboola does the same, primarily for Android devices. On some Android devices, the user swipes left on the home screen to access the news recommendations and sometimes the news recommendations can live on the phone's locked screen.
More than 86% of U.S. adults get news from a smartphone, according to Pew Research Center.
There are about 9,000 publishing partners. The news recommendations featured are being pulled from their content, so the company does not need to worry about licensing the content to serve it up in recommendations, unlike Google, Microsoft, and Facebook.
Taboola has long-term partnerships with digital properties such as CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach more than 500 million daily active users.
In fact, Taboola's direct relationships with publishers give readers the content at no cost to the reader or publisher.
The company now claims its news product drives an average of more than 220 million monthly engagements on editorial content through mobile device and OEM partnerships, which has seen an increase of more than 270% in second-quarter 2021, compared with the year-ago quarter.