Content amplification specialist Taboola has launched a continuous-scrolling feed service for publishers, that lets users scroll infinitely after reading an article through information which — its algorithms suggest — matches the reader’s interests. The content can include in-feed videos, products, app downloads, and more.

Put this is your feed: The release comes as news breaks that Taboola is in talks with rival Outbrain to merge, and those talks are described as advanced. 

The New York Daily News is the first publisher partner to test and implement Taboola Feed, and it will do so on its mobile and desktop pages.

But back to the news at hand.

Taboola said it launched this technology to address content-consumption habits derived from social media. Taboola Feed provides meaningful value to consumers who are already adapted to a similar experience on social networks, where they currently spend significant time.

(Maybe. Of course, those channels it seeks to copy typically draw their content from close friends and family members, and not from the world’s ever-expanding pool of Viagra advertisers and fake news merchants.)

The company said Feed offers advertisers an opportunity to reach audiences in a targeted way — leveraging the same formats that are available at scale on social networks, but adjacent to safe and quality editorial content.

The interface of the Feed surfaces ‘cards’ of different information and formats. The publisher has full control over which cards should be organic (recirculating their own editorial content) and which cards should be sponsored (paid by a marketer, sponsored content, in-feed video, products, apps, etc).

The intent is to encourage readers to spend more time on-site and within the publisher’s own environment, while continuing to serve content they may be interested in consuming next.

The New York Daily News has seen an uplift in revenue of 26 per cent, and in engagement of 40 per cent on mobile, since deploying the solution last month. Frankly, that’s a stunning result if it’s true.

“User behaviour evolves as digital environments evolve. Social media platforms have accustomed readers to the behaviour of continuous scrolling,” said Grant Whitmore, Executive VP, Digital, at New York Daily News.

Whitmore said the Taboola Feed mirrors that experience and brings an engaging environment to each article page that was previously only available on social media.

“Imagine an experience like Instagram or Facebook that starts when an article ends on your favourite web site,” said Adam Singolda, CEO and founder of Taboola.

“This marks the end of the ‘widget economy’ and an opportunity to finally streamline the competing priorities publishers have waged for users’ attention throughout their site.”

“I’m confident the Internet will look markedly different in years to come, starting with the change we have announced today.”

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