Mumbai: Content discovery and native advertising platform Taboola has entered into an exclusive multi-year partnership with Asianet News Media & Entertainment. Under the partnership, Asianet News will use Taboola to maximise traffic and increase audience engagement and monetisation.

Asianet will also leverage Taboola Newsroom’s insights and A/B testing capabilities, providing editorial teams with actionable insights and data about content performance in real-time. This allows them to power content recommendation through superior algorithms and test the performance of headlines, thumbnails and story placements and discover topics their users are most interested in reading about.

Taboola Feed will provide its readers a seamless flow of personalised content recommendations and videos to keep them engaged on the publication’s application, website and Taboola’s Audience Exchange, which is an advertising technology for the buying and selling of online ads, said the statement.

Using Taboola News, Asianet News will be able to feature its content across its seven languages at exclusive touchpoints on devices beyond the open web to drive website traffic at no additional cost, it added.

“Under our partnership with Taboola, we aim to leverage their platform to increase audience engagement, product experience and revenue. We are confident that this partnership will help us scale and engage with our readers across all languages more effectively," said Asianet News Media and Entertainment Pvt Ltd, chief business officer, Samarth Sharma.

Taboola, CEO and founder, Adam Singolda added, “We are excited to bring content recommendations, discovery, and insights to Asianet’s large readership. Our technology and their scale unlock new ways for readers to engage while giving Asianet insights that can inform effective editorial decisions.”