Content discovery platform Taboola has launched a continuous-scrolling news feed for publishers and advertisers to combat that of Facebook.
Taboola Feed users will now be able to scroll infinitely after reading an article to discover various information including content, in-feed videos, products, app downloads, and more.
The interface of the Feed surfaces ‘cards’ of different information and formats. The publisher has full control over which cards should be organic (recirculating their own editorial content) and which cards should be sponsored (paid by a marketer, sponsored content, in-feed video, products, apps, etc).
The intent is to encourage readers to spend more time on site and within the publisher’s own environment, while continuing to serve content they may be interested in consuming next.
Taboola launched the new technology to address content consumption habits derived from social media platforms such as Facebook, which has its own news feed.
New York Daily News has come on board as the first publisher partner to test and implement Taboola Feed on its mobile and desktop pages.
Since employing the Taboola Feed on its pages last month, New York Daily News has seen an uplift in revenue of 26 per cent, and engagement of 40 per cent on mobile.
Grant Whitmore, executive vice president of digital at New York Daily News, said: “User behaviour evolves as digital environments evolve. Social media platforms have accustomed readers to the behaviour of continuous-scrolling.
“The Taboola Feed mirrors that experience and brings an engaging environment to each article page that was previously only available on social media. We are excited to work with Taboola to pioneer the next evolution of the open web.”
Adam Singolda, founder and CEO of Taboola, said: “I could not be more excited to completely revolutionise our entire front-end product line on the 10th year of our journey.
“This marks the end of the ‘widget economy’ and an opportunity to finally streamline the competing priorities publishers have waged for users’ attention throughout their site.
“I’m particularly grateful to have the chance to work with Grant and the team at New York Daily News on this innovative revolution, and I’m confident the internet will look markedly different in years to come, starting with the change we have announced today.”