Taboola content recommendations at the bottom of a publisher’s web page
Content discovery service Taboola’s new partnership with email marketing service LiveIntent gives it two new targeting capabilities.
First, this is Taboola’s first alliance with a major email marketer. LiveIntent handles 3 billion email newsletters for 1,600 publishers and brands, which it says reach over 160 million individuals monthly.
Normally, LiveIntent loads an ad in the email newsletter when the email is opened, targeted to that user.
Now, it can load four or more Taboola content recommendations in each email, similar to the “you might also be interested in…” ones that appear at the bottom of many website stories. The content recommendations are based on such attributes as location, device type or referral source, as well as that email recipient’s interests relating to the newsletter’s content, stories clicked on and other attributes.
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.