Taboola Doubles down on Data, Partnering with Global and Local Third Party Data Providers to Allow Brands to Better Target Campaigns
Taboola, the leading discovery platform, launched Data Marketplace in Japan, debuting the availability of third party data within the Taboola platform for the first time. Eyeota and Lotame Data Exchange are among the first providers and key partners within the region. Marking another step in advance audience targeting, Taboola Data Marketplace empowers marketers with seamless and transparent access to the world’s best data companies; offering data to help reach relevant consumers at scale.
“Data continues to significantly shape the way brands and marketers engage with consumers. Marketers can access Eyeota’s extensive database of local audiences through Taboola to improve the accuracy for their campaign targeting and enable them to deliver more relevant content”
Taboola Data Marketplace surfaces the best performing third party segments to reach audiences in the Taboola Publisher Network. Armed with data and insights, marketers will now better be able to start additional campaigns targeting specific audiences and optimize towards key performance indicators (KPIs). This transparent and easy system allows marketers to leverage the segments that drive ROI most effectively in a seamless way. The Data Marketplace is uniquely performance-based, allowing brands for the first time to only pay for data layered onto campaigns based on performance results rather than on usage.
“APAC is one of our fastest growing regions and we’re thrilled to evolve our platform to help more brands effectively reach audiences at scale. As the battle for users attention is stronger than ever, it’s increasingly important to reach the right users at the exact moment they are open to discovering something new and interesting – wherever they may be in their customer journey,” said Adam Singolda, CEO and founder of Taboola. “We are honored to work with Eyeota and Lotame as our first data partners in APAC. It’s our mission to help grow the open web, giving brands an alternative to drive scale in a brand safe environment on publishers sites, and with our data marketplace – we make it even easier to target the right people at the right time.”
Taboola initially announced the launch of Data Marketplace in the US with partners Oracle Data Cloud, Neustar, Acxiom, Bombora and others. Since launch, Taboola now partners with over 50 data providers across globe. Each data partner offers specific insights across industries and consumer types to increase campaign performance. Brands will have complete visibility into which data segments and data suppliers work most effectively within their budget.
“Data continues to significantly shape the way brands and marketers engage with consumers. Marketers can access Eyeota’s extensive database of local audiences through Taboola to improve the accuracy for their campaign targeting and enable them to deliver more relevant content,” said Andrew Tu, Managing Director, APAC, Eyeota.
“Thanks to Taboola’s Data Marketplace, we can reach even more advertisers in Japan so they can now access high quality data – at scale – from the Lotame Data Exchange. Lotame, the world’s largest and most trusted data exchange, focuses on accuracy so these advertisers can rest assured that they will reach the right audience, decrease wasted ad spend and increase campaign success every time across Taboola’s robust platform.” said Evgeny Popov, vice president, data solutions, Lotame APAC.
Taboola acts as a search engine in reverse. Instead of expecting people to look for information, Taboola surfaces relevant and personalized information to people at the right time. Its predictive engine analyzes 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, generating more than one billion moments of discovery (clicks) each month.