Advance Local, a publisher that claims to reach 52 million readers per month with multiple sites, has signed a multi-year deal with Taboola to use its products to drive engagement and revenue, building on a relationship that dates back to 2015.
As part of this, Advance Local will incorporate Taboola Feed, a feed that provides readers with personalized multi-format content recommendations, into its family of local news websites.
It will also test Taboola’s Header Bidding, which allows publishers to further monetize display ad units with native advertising demand from more than 15,000 direct advertisers.
In addition, Advance Local will implement Taboola in high-impact touchpoints, including mid-article and right rail placements.
Advance Local’s sites include NJ.com, AL.com, MLive.com, MassLive.com, Cleveland.com, Syracuse.com, PennLive.com, OregonLive.com, SILive.com, and LoneStarLive.com.
The NJ.com property recently integrated Taboola Turnkey Commerce, a new product that helps premium publishers create content that attracts shoppers and helps them make purchase decisions.
The deal is part of a strategy to “continually raise the bar for local news coverage,” says Scott Lawrence, senior director programmatic strategy at Advance Local.
Taboola helps Advance Local keep its readers “engaged with quality content while working to support local media companies with innovative business solutions,” Lawrence adds.