Taboola has entered into a partnership with Reddit to alert publishers that use its newsroom application, when their stories start trending on Reddit and allow them to participate seamlessly in trending threads related to their stories.
The discover platform’s newsroom app provides editorial teams with actionable data about the performance of story headlines, thumbnails and story placements in real-time, as well as inform editors about unique insights on trending topics from its network.
The partnership means that Reddit insights are now integrated into the newsroom app, enabling journalists to see when Reddit conversations and engagement around their content starts trending or increases significantly and tap into the Reddit thread directly.
Taboola’s newsroom app integration with Reddit began several months ago and a recent story about Heisman trophy contenders by a leading news publisher, generated hundreds of comments and upvotes. Taboola alerted the publisher that this thread was gaining traction on Reddit, which allowed the social editor and reporter to track and participate in the conversation as it was happening.
“Data was a fad for a long time, people spent more money on it than they earned. We now have an opportunity to use data in an actionable way, and drive growth to our business and to our customers. We are thrilled to enrich editors with invaluable insights about stories and readers,” said Adam Singolda, founder and chief executive at Taboola.
“Our partnership with Reddit marks an important step in this journey, enabling our publisher partners using newsroom to pick up a conversation in real time and participate in it.”
Taboola recently also announced a programmatic partnership with Adroll to offer the latter's clients access to native advertising inventory on its ad exchange, which has publishers likes Chicago Tribune, Huffington Post and USA Today.