• MarTech Today
  • Sections
    • Ads
    • Marketing
    • Content
    • Sales
    • Analytics
    • Management
    • Resources
    • More
    • Home
  • MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Mgmt
  • Resources
  • More
  • Events
  • SUBSCRIBE

MarTech Today

MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Management
  • Resources
  • More
  • Events
  • Newsletters
  • Home
Martech: Advertising

Taboola adds a third-party data marketplace

The New York City-based company says this is the first of its kind for a content discovery service.

Barry Levine on September 27, 2017 at 3:06 pm
  • More

It’s a good day for data marketplaces. Salesforce opened up availability to its second-party data marketplace today, the same day that content discovery platform Taboola is adding third-party data to its targeting with the launch of its Data Marketplace.

Taboola said that the Marketplace — populated with audience segments from data providers like Oracle Data Cloud, Neustar, Acxiom and Bombora — is the first of its kind for such a content discovery vehicle.

The company provides those “you might also be interested in these” linked images at the bottom of many stories, allowing the user to choose other content that is being promoted by the same or other sites, or by advertisers. Here’s a typical Taboola offering:

A screen showing Taboola's content recommendations on a web site.

A screen showing Taboola’s content recommendations on a website

Previously, CEO and founder Adam Singolda told me, advertisers or publishers could target their linked content choices by contextual clues (such as topics similar to the story on the page), verticals like financial sites, device or geography of the user, or through retargeting users who previously visited other sites.

He noted that publishers and advertisers could also upload their own first-party data from their customer relationship management (CRM) system, as a list of cookies to be matched with the cookies of Taboola visitors.

What Taboola didn’t have was targeting by demographics (such as millennials), intent (like shopping for a car) or behaviors (like a user who frequently visits stories about politics). But now it does, through the new Data Marketplace. Here’s a sample screen from the new Marketplace:

In the Marketplace, a participating data provider like Acxiom might offer “off-the-shelf” audience segments, such as millennials who are in the market to buy a car.

It will deliver the segment as a list of cookies, which are then matched in real time with the cookies of users visiting Taboola content. When a user with a cookie in that list shows up on a Taboola page, the car advertiser delivers its linked car-related content into Taboola’s grid of content discovery.

At the moment, Taboola head of user data and e-commerce Ehud Furman said, the Marketplace only supports cookie matching for desktop and mobile, although cookies have limited targeting value in mobile. He added that matching by mobile device IDs and by cross-device identity is in the works.

To do this matching, he acknowledged, Taboola has set up what is essentially its first data management platform.

Pricing in the Marketplace is by cost-per-action (CPA), so advertisers and publishers only pay when the desired action takes place — which, in this case, is a click on the content.

Singolda pointed out that advertisers and publishers can compare cost of acquisition readily in the Marketplace. For instance, a publisher of an online newsletter about dogs might know her regular cost to get a new signup, and she can compare that with the CPA listed in the Marketplace for an audience segment such as “pet lovers.”



About The Author

Barry Levine
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.

Related Topics

Channel: Martech: AdvertisingMarketing ToolsMarketing Tools: AnalyticsRetargeting & Remarketing

Subscribe to receive daily martech news and expert insights. See terms.


We're listening.

Have something to say about this article? Share it with us on Facebook and Twitter.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • The Six Principles of Building a Memorable Customer Experience
  • 5 Reasons Agencies Adopt Marketing Automation
  • How to Land Higher-Paying Clients: A 7-Step Framework to Grow Your Agency
  • B2B Marketing Trends Shaping 2021
  • State of Email Marketing 2021 Report
See More Whitepapers

Webinars

  • Crawl Your Way Towards Better Search Results With Dynamic Rendering
  • The AI Revolution Is Coming to Every Stage of Your Buyer’s Journey
  • The Fundamentals of Link Building for E-Commerce & Affiliate Sites in 2021
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Register For MarTech - Free

Receive daily martech news and analysis.

Channels

  • Advertising
  • Marketing
  • Content
  • Social
  • Commerce
  • Sales
  • Analytics
  • Management
  • Home

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2021 Third Door Media, Inc. All rights reserved.