Taboola has continued its push into the ANZ market with the company today announcing it is increasing its programmatic native advertising business in Australia, partnering with AppNexus, RocketFuel, Criteo, StackAdapt, and MediaIQ Digital.
In late March Taboola opened a regional office in Sydney.
“Our programmatic native ad business is growing rapidly in Australia as brands can see the increased engagement rates that are being achieved in publisher placements,” said Adam Singolda, founder and CEO at Taboola. “We have focused heavily on building long term partnerships in Australia and we believe our success is due to product quality and the hard work of our local team.”
The partnerships provide advertisers with a strong native advertising option beyond search and the walled gardens of social platforms, the company said. According to eMarketer, 61 per cent of digital advertising budgets is spent on programmatic in Australia and New Zealand.
The company said it would continue to seek new partners as brands and technology partners increasingly seek to place native advertising content on more premium publisher sites. Taboola’s publisher partners in Australia include MSN Australia, Huffington Post Australia, and Business Insider Australia.
Mailee Creacy, Rocket Fuel Country Manager ANZ, said, “The future of consumer engagement and digital publisher growth will be focused on mobile and video, and brands need to use technology to reach their best audiences in these content channels.”
“We have partnered with Taboola because they are one of the leading enablers of native advertising in publisher programmatic environments,” she said.
Taboola’s predictive technology analyzes hundreds of real-time signals (such as geography, referral source, device type, social media trends, and more) to match people with the top handful of items they are most likely to be interested in consuming next.