Seven West Media today announced it will use the Taboola platform to keep users scrolling longer and serve them ad based content. Seven’s editorial teams will also get access to Taboola’s Newsroom product, a content performance tool.

Under the multi year deal Taboola will be integrated across all Seven West Media assets, including  7NEWS.com.au, The West Australian, PerthNow and several regional titles. It means readers of 7NEWS.com.au, for example, will see paid clickbait advertisements on the site, with Seven receiving revenue for displaying the ads and user click throughs.

Seven will use Taboola’s “Feed” product, a tool vertical format widget that mimics newsfeeds; Taboola Newsroom, an analytics tool for editorial content; and Taboola’s Audience exchange, an advertising technology for the buying and selling of online ads.

In a joint statement the companies said the deal will help the publisher maximise traffic, grow subscribers and increase audience engagement across the network.

“Taboola’s discovery platform will be a headline feature as we expand our presence in the delivery of branded content,” said Nicole Bence, SWM Digital Network Sales Director

“This partnership not only helps us scale our production capabilities and delivery across all screens and devices but will create necessary efficiencies through the addition of Taboola’s actionable data and smart insights into our ecosystem.”

 Adam Singolda, CEO and Founder at Taboola, said: “We are excited to partner with a powerful media group like SWM, and work together to drive engagement, revenue, and audience growth across all of the various digital properties. There is a massive opportunity for premium publishers and content creators to engage with audiences in a way that is deeply personal and creates long-term digital relationships that are based on value and trust.”

Taboola was set to acquire competitor Outbrain in a US$850 million “merger” announced last year. But talks broke down and the deal fell apart in September, in part due to a weak advertising market in the pandemic.

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