Content Discovery: Mexico”s El Universal Signs Exclusive Deal with Taboola
What: Taboola to power content discovery for El Universal, projecting 100 million page views per month.
Why it matters: Under the agreement, El Universal integrated Taboola’s content recommendation platform with the goal of driving engagement, monetization and audience growth across desktop and mobile.
Taboola, the leading discovery platform, announced an exclusive strategic partnership with El Universal, the biggest daily publication in Mexico with more than 9 million unique visitors each month multiplatform according to comScore. Under the agreement, El Universal integrated Taboola’s high-impact content recommendation platform with the goal of driving engagement, monetization and audience growth across desktop and mobile.
The partnership marks the first time El Universal has implemented content recommendation as part of its strategy to generate revenue and increase audience reach. It will utilize Taboola’s predictive algorithmic technology to serve high quality, personalized content to its audiences across desktop and mobile.
“Content recommendation is a new venture for our publication and our readers. Taboola has been a tremendous strategic partner for us as we navigate a new revenue source,” said Nazifh Luna, Director Of Digital Strategy and Innovation at El Universal. “We appreciate the value of Taboola’s content recommendation platform, which are critical for both the editorial as well as the sales teams to drive readers to engage with our content.”
Content recommendation is a new venture for our publication and our readers.
Taboola acts as a search engine in reverse, analyzing hundreds of real-time signals (including location, device type, referral source, social media trends and more) to match users with content they are most likely to be interested in consuming next. Instead of expecting people to know what to search for, relevant information and content is surfaced to consumers as they browse they web, at a time when they are most likely to engage.
“We are in an ‘Attention Economy’ where walled garden platforms and the open web are battling for users’ time, and there is a real opportunity to empower consumers with the ability to discover things they may like and never knew existed, ” said Adam Singolda, founder and CEO of Taboola. “Mexico is a key market in LATAM and globally for us and we are humbled to be a part of El Universal’s journey. Together, we will grow revenue, engagement and audience by leveraging the power of personalization technology.”
The collaboration between Taboola and el Universal, projecting 100 million page views per month, signals Taboola’s growing global adoption and follows recent deals for Taboola including Perform Media, Boston.com and Media General.