Discovery platform Taboola has announced an exclusive multi-year partnership with Fox Sports Australia, implementing Taboola Feed on desktop, mobile web, tablet and in-app to drive increased user engagement and revenue.

Fox Sports will launch Taboola Feed, a vertical-scrolling feed that enables users to access content including articles and in-feed video.

In a similar manner to how people experience social networks, Taboola Feed encourages audiences to stay engaged on a publisher’s site by scrolling through a personalised stream of content, video and other experiences the user might be interested in discovering next.

Fox Sports will also leverage Taboola Newsroom’s insights and A/B testing capabilities, providing its editorial teams with actionable insights and data about content performance in real time.

Editors and writers will now be able to test the performance of headlines, thumbnails and story placements in real time and discover topics users are most interested in reading about to create editorial best practices over time.

The platform also provides editors with unique insights on trending topics from Taboola’s network.

In addition, Fox Sports will use Taboola’s Audience Exchange to strategically manage and optimise the flow of traffic across publisher partners’ properties.

Fox Sports head of digital Brad Schultz said of the partnership: “Fox Sports’ website and apps are an extremely important part of our digital offering in leading the conversation around sport for our subscribers and sports fans.

“The Multi Channel Network will continue to represent our digital, TV and streaming properties across ad sales and sponsorships, but combining our expertise in content creation for sports fans with Taboola’s innovative technology will help position our business for continued success.

“We’ve been inspired by Taboola’s commitment to service and their innovative technology offering, particularly Taboola Feed, and are excited to launch the partnership”.

CEO and founder of Taboola Adam Singolda added: “The success of our publisher partners is crucial for our business.

“As eMarketer forecasts, users in Australia will spend an average of 182 minutes per day on the internet this year, we anticipate significant opportunity for a major publisher such as Fox Sports to connect with its audience during those ‘moments of next’ when they’re receptive to discovering new and interesting content throughout their day”.