Taboola uses A.I. for its new “Homepage For You”


• It will help editors capture the attention of their readers

Taboola announced it is adding artificial intelligence (A.I.) to help power editorial recommendation on it publisher platform.

“Homepage For You” is a new capability that will help editors power their homepages, most visited and prominent section of their website to capture the attention of their readers by using the company’s advanced A.I. and recommendation platform, which is currently being used by more than 9,000 publishers around the world.

It will add to editors’ ability to own and curate their homepage experiences with a new A.I. layer that brings up content readers may find more relevant and personalised to their interests.

Publishers can continued to maintain editorial integrity and brand voice, while enabling readers to find more content that is relevant to them, which leads to increased readership and engagement.

Publishers such as McClatchy, The Independent and Estado de Minas were among the early adaptors using “Homepage For You” to improve their homepage click-through rate (CTR) and saw increases to their numbers.

“Homepage For You” sources data from Taboola’s dataset of 500 million daily active users which inform how to create more engaging content and discover new coverage areas that drive loyal readership.

Adam Singolda, CEO and founder of Taboola, said: “With more than 89% of digital businesses investing in personalisation, and social media platforms like TikTok using A.I. to engage younger audiences to discover videos, it’s clear that people love experiences made just for them.”

“If you open up a social media app, you are greeted with content you really want to see. For publishers, the most loyal readers are those who visit a homepage directly and look for editors to tell them what’s important for them to know.

“Taboola should bring A.I. to every homepage in the world and help drive reader loyalty. With our proven recommendation platform and A.I., coupled with the rest of our publisher offerings, we are taking a truly holistic approach to drive faster and bigger growth to the open web, and our publisher partners.”

Kristin Roberts, McClatchy senior vice president for news, said: “As more people rely on our network of properties for news, we want to ensure all readers get the best experience, relevant for them.

Coupling the vast expertise of our newsroom with a data-driven approach to personalising our homepages, using Taboola’s advanced A.I. technology is going to be a game changer for us,” she added.

Christian Broughton, managing director of The Independent said: “Taboola has been a true strategic partner in helping us grow.”

He added: “There’s no ‘one size fits all’ approach to audience engagement, and Taboola’s ability to power key areas of our homepage and other sections of our site, their huge amounts of readership data that provide actionable insights, and their valued partnership in working side-by-side with our own editorial team are the unique building blocks in our shared success.”

Mayara Souza, Estado de Minas head of product and marketing, said: “When readers visit our homepage, they expect news that is interesting and catered to their interests.”

“Historically, we have used our editorial processes to decide this, but as we have grown, we have turned to Taboola’s technology as a key component to personalise the experience. By doing this, we’ve promoted increased readership and a better overall experience,” she added.

“Homepage For You” was built in collaboration with dozens of the world’s top publishers, based on feedback from working closely with editorial teams to understand their key priorities, concerns and business drivers across nearly every market.

It is also part of Taboola’s $US100M annual investment in R&D, adding to Taboola’s comprehensive product offerings that help publishers thrive via increased engagement and revenue opportunities. 

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