Taboola Signs Deal With ZTE to Create Android Rival to Apple News
April 04 2018 - 12:33PM
Dow Jones News
By Benjamin Mullin
Taboola, the "content recommendation" firm known for placing
sponsored links on thousands of publishers' sites across the web,
is opening a new front in its battle for users' attention: the lock
screen on their phones.
Taboola has inked a deal with Chinese smartphone manufacturer
ZTE Corp. to incorporate a new feature that displays Taboola's
recommended links on some of its phones, the companies announced
Wednesday.
The module will initially include only links to news and
lifestyle stories from some existing publishing partners, although
the company may eventually expand to include paid links from
content marketers, according to Taboola Chief Executive Adam
Singolda.
Taboola's publishing partners include USA Today, HuffPost,
Business Insider and MSN, but the company declined to disclose
which publishers would be featured in the new mobile effort with
ZTE.
Publishers pay Taboola to include their links in its
recommendations and refer readers to their websites, typically by
giving Taboola a cut of the advertising revenue generated on the
site. In return for pre-installing the Taboola module on its
phones, ZTE will get a piece of that ad revenue share, said Mr.
Singolda. He declined to give specifics on the revenue split.
Taboola will select news for the feature in two ways, Mr.
Singolda said. Publishers that already have agreements with Taboola
to include the company's recommended links on their sites won't
have to pay an upfront cost to be included. Instead, they'll give
Taboola and ZTE a proportion of the revenue they make when a user
clicks on one of Taboola's recommended links on their websites.
Publishers that don't already have deals with Taboola can pay into
an automatic bidding system to have their links included.
Mr. Singolda is pitching the module as a publisher-friendly
Android version of Apple News, the iPhone app developed by Apple
Inc. that comes pre-installed on the company's mobile devices.
Unlike Apple News, Taboola's module won't be contained in a
stand-alone app, Mr. Singolda said. Rather, it will show news
articles to smartphone users on their "lock" screens when they
begin using their phones after a period of inactivity. Coming soon
is a companion module that will show users recommended articles
when they swipe right on their phones.
Another distinction from Apple News, according to Mr. Singolda,
is that the ZTE feature will send readers directly to publishers'
websites, allowing publishers to exercise more control over ad
sales and the relationship with readers. Rather than serving as an
intermediary between publishers and their audiences, he said,
Taboola's new effort is aimed at strengthening the relationship
between the two.
"I'm concerned the most about the dilution of the relationship
between quality publishers and their loyal audiences over time,"
Mr. Singolda said.
Publishers have long complained that Apple News, which launched
in 2015, doesn't allow them to fully monetize their audience on the
app. However, in recent years, Apple has allowed publishers to
start selling subscriptions through the app and made it easier for
individual publishers to sell ads against their content in the
app.
Eventually, Mr. Singolda said he wants Taboola to cut deals to
include its content recommendation module on every Android
phone.
"Taboola wants to be everywhere you make decisions," Mr.
Singolda said. "We always want to drive traffic directly to the
content owner, and we never want to become a walled garden
ourselves."
(END) Dow Jones Newswires
April 04, 2018 12:18 ET (16:18 GMT)
Copyright (c) 2018 Dow Jones & Company, Inc.
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