Taboola Turnkey Commerce to Power New AP Buyline Offering From The Associated Press
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Insights
The partnership between Taboola and The Associated Press to launch AP Buyline represents a strategic move in the digital content and advertising space. By leveraging Taboola's editorial team to create consumer-focused content, AP is aiming to enhance user engagement and monetize through e-commerce. This initiative aligns with the broader industry trend where publishers are diversifying revenue streams beyond traditional advertising, tapping into the lucrative affiliate marketing and e-commerce sectors.
From a market research perspective, the integration of Taboola Turnkey Commerce with AP's platform could potentially attract a significant number of consumers, given AP's substantial monthly traffic. The success of this model relies on the trust AP has established with its audience, which may translate into higher conversion rates for recommended products. Moreover, the claim that e-commerce could account for a third of publishers' revenue highlights a significant shift towards online shopping behaviors. If this trend continues, it could reshape the revenue models for content providers and have a ripple effect across the digital advertising ecosystem.
From a financial standpoint, the expanded agreement between Taboola and The Associated Press could have material implications for Taboola's revenue growth and market positioning. The focus on e-commerce is particularly noteworthy, as it suggests that Taboola is actively diversifying its revenue model to include a share of product sales, which could provide a more stable income compared to the volatility often associated with ad-based revenue.
Investors should monitor the performance metrics of this new service, such as user engagement rates, click-through rates for product recommendations and the overall impact on AP's consumer revenue. If successful, this could serve as a model for other publishers, potentially increasing Taboola's client base and reinforcing its role as a key player in the intersection of content recommendation and e-commerce.
The implementation of Taboola's Turnkey Commerce solution within AP's ecosystem represents a significant step in the convergence of content and commerce. As an e-commerce consultant, the key element to assess is the execution of content-driven commerce strategies. This involves ensuring that the product recommendations are seamlessly integrated with AP's nonpartisan and fact-based journalism without undermining the trust of its readership.
The potential benefits include increased dwell time on AP's platforms and higher average order values from consumers who trust the recommendations. However, the challenge lies in maintaining editorial integrity while effectively monetizing content. It will be crucial to monitor consumer feedback and the balance between editorial and commercial content to ensure long-term success and avoid any dilution of brand trust.
NEW YORK, March 12, 2024 (GLOBE NEWSWIRE) -- Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced an update to its agreement with independent global news organization The Associated Press, whose website and mobile app garner over 160 million page views per month.
Through the agreement, AP will use Taboola to power its new AP Buyline offering, which will provide consumer-focused content, including factual product reviews, created by Taboola’s editorial team.
“We’re excited to offer a new type of content to AP readers through our continued collaboration with Taboola,” said Drew Stoneman, AP vice president for consumer revenue. “We see a great opportunity to connect the consumers of AP’s nonpartisan, fact-based journalism with Taboola-powered independent product reviews and recommendations.”
The new AP agreement follows the news organization’s use of Taboola Feed and Taboola Newsroom, and comes after the successful Taboola Turnkey Commerce integration with TIME Stamped in May 2023.
Taboola Turnkey Commerce, which launched in February 2023, connects readers who trust respected publishers’ editorial content with thoroughly tested and reviewed products and services. It gives premium publishers the ability to diversify revenue streams and create content that attracts shoppers and helps them make more informed purchase decisions.
“As Taboola Turnkey Commerce recently celebrated its one-year anniversary, we couldn’t be more thrilled to launch AP Buyline with The Associated Press. AP has earned the trust of readers through its commitment to factual journalism and reaches more than half the world’s population on a daily basis,” said Adam Singolda, CEO and Founder at Taboola. “We’re excited to provide them with the offering they need to tap into e-commerce — I believe a third of publishers’ revenue on the open web will be from e-commerce, and people will be buying from the open web in the future.”
About AP
The Associated Press is an independent global news organization dedicated to factual reporting. Founded in 1846, AP today remains the most trusted source of fast, accurate, unbiased news in all formats and the essential provider of the technology and services vital to the news business. More than half the world’s population sees AP journalism every day. Online: www.ap.org
About Taboola
Taboola powers recommendations for the open web, helping people discover things they may like.
The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including Yahoo, CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.
Around 18,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions, with leading brands including Walmart, Macy’s, Skechers and eBay among key customers.
Learn more at www.taboola.com and follow @taboola on Twitter.
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