The Reader’s Digest Association (RDA) has struck a multi-million dollar, multi-year partnership with content discovery platform Taboola to help engage online visitors and drive users to the publisher’s network of digital properties.
RDA, which sees 53 million unique visitors per month, will be able to use Taboola’s sponsored content recommendations to encourage readers to visit Reader’s Digest’s website along with other brands under the publisher’s umbrella including The Family Handyman, Taste of Home, and Haven Home Media.
When a user clicks on a content recommendation from Taboola’s content recommendation widget, revenue is earned, which Taboola then splits with RDA.
Taboola’s platform uses algorithms to analyize real-time signals including context, geography, and social media trends to predict what content individual users might be interested in viewing next.
Adam Singolda, CEO and founder of Taboola, told The Drum: “We’re focusing on monetization, circulation, and audience engagement. We’re officially going to connect all of the different brands,” adding that on one site readers will be able to see another site they might like, providing an audience exchange between RDA’s numerous sites.
Rich Sutton, chief revenue officer of the Reader’s Digest Association, told The Drum: “Taboola is a really smart solution for both consumers and for driving revenue. There aren’t that many solutions in the marketplace that are good for both consumers and for driving revenue. Our consumers, our readers, are really engaged and they’re hungry for more. They’re looking for suggestions.”
Sutton added that partnering with Taboola is one of the first steps the company is taking to ramp up its digital efforts, adding that it’s also emphasizing video and native content.
Taboola serves more than 200 billion recommendations to more than 500 million unique visitors per month on publisher sites including USA Today, Business Insider, and the Chicago Tribune.