Taboola doubles down on data, joining with third party data providers to allow brands to better target campaigns
NEW YORK – Taboola, the leading discovery platform, today launched Data Marketplace, debuting the availability of third party data within the Taboola platform. Oracle Data Cloud, Neustar, Acxiom, and Bombora are among the first providers and key partners. Marking another step in advance audience targeting, Taboola Data Marketplace empowers marketers with seamless and transparent access to the world’s best data companies; offering data to help reach relevant consumers at scale.
@Taboola Launches Data Marketplace for Brands w/ partners @Oracle @Neustar @Bomboradata @Acxiom
Taboola Data Marketplace surfaces the best performing third party segments to reach audiences in the Taboola Publisher Network. Armed with data and insights, marketers will now better be able to start additional campaigns targeting specific audiences and optimize towards key performance indicators (KPIs). This transparent and easy system allows marketers to leverage the segments that drive ROI most effectively in a seamless way. The Data Marketplace is uniquely performance-based, allowing brands for the first time to only pay for data layered onto campaigns based on performance results rather than on usage.
“As brands and marketers seek to reach users throughout the customer journey, the ability to leverage third-party data with a few clicks becomes paramount to effectively reaching audiences at scale,” said Adam Singolda, CEO and founder of Taboola. “We place tremendous value on the work with Oracle Data Cloud, Neustar, Acxiom, and Bombora as our launch providers and partners, and intend to collaborate with every meaningful data partner in the world, so our marketers have the ability to layer data into their Taboola campaigns. Imagine a world where every campaign has at least one data layer attached to it, enabling brands and advertisers to unlock loyal customers they never reached before.”
“In marketing, quality data connected to the right people is the name of the game, and Oracle Data Cloud gives Taboola marketers the scale and accuracy of the world’s largest audience data marketplace along with the built-in identity capability of the Oracle ID Graph,” said Kevin Whitcher, Senior Director of Product Management, Oracle Data Cloud. “By reaching the right relevant audiences at scale on Taboola, marketers can maximize the return on their investment and help ensure that their campaigns drive the sales and results that matter.”
“Advertisers who access AdAdvisor audiences through the Taboola data marketplace can build rich custom audiences and activate them consistently for digital ad targeting, ensuring they reach the same people, places and things across the entire marketing campaign,” said Julie Fleischer, Vice President, Product Marketing, Neustar.
“Account Based Marketing is now table stakes for B2B advertisers. With Bombora’s Intent data fueling Taboola campaigns, those advertisers can now reach their target business buyers that are most interested and most likely to engage,” said Greg Herbst, VP of Audience Solutions for Bombora.
Each data partner offers specific insights across industries and consumer types to offer opportunities to increase campaign performance. Brands will have complete visibility into which data segments and data suppliers work most effectively within their budget. The first providers and partners include:
Oracle Data Cloud operates the world’s largest audience data marketplace, powered by the industry’s best data science in the Oracle ID Graph and leveraging more than $3 trillion in consumer purchase data. Oracle Data Cloud’s data network includes more than 15 million websites worldwide, as well as 1,500 of the largest online and offline data providers. By using Oracle data, Taboola brands and advertisers can use the strength of the Oracle Data Cloud’s demographic and interest data to reach their current and potential customers.
Neustar is a leader in identity science with one of the industry’s most authoritative sources of data, connecting offline and online behaviors to form a singular view of the consumer. Neustar AdAdvisor Audiences provide Taboola’s clients with over 20,000 offline and online predictive attributes derived from data sources, such as market research, retail purchase behavior, loyalty card programs and national panel data, to reach consumers most predisposed to a brand, product or service. Neustar AdAdvisor Audiences can help advertisers find the best potential prospects online at massive scale.
Acxiom’s InfoBase gives marketers the customer and prospect information to make smarter, faster marketing decisions. With the most accurate, comprehensive, up-to-the-minute data available anywhere, marketers can better understand their best customers — and find more like them, whether it’s via targeted digital display ads, addressable TV, social media, mail, email or phone. The same great data that has powered “offline” targeted marketing efforts for decades can also be used online, while protecting consumer privacy and anonymity. In addition, Acxiom’s also Personicx segmentation product provides insights for predefined audience segments with similar needs and attitudes. These segments can be used alone or with other segments for more precise targeting.
Bombora is the leading provider of intent data for B2B marketers. Bombora’s data aligns marketing and sales teams, enabling them to base their actions on the knowledge of what companies are in market for which products. The source of this data is the first co-operative of premium B2B media companies. Members contribute content consumption and behavioral data about their audiences. In turn, they can better understand their audiences, serve advertisers and monetize their inventory. Learn more about Bombora at bombora.com.
Taboola acts as a search engine in reverse. Instead of expecting people to look for information, Taboola surfaces relevant and personalized information to people at the right time. Its predictive engine analyzes hundreds of real-time signals (including location, device type, referral source, social media trends and more) to match users with content they are most likely to be interested in consuming next, generating more than one billion moments of discovery (clicks) each month.
Taboola is the leading discovery platform, serving over 360 billion editorial and video recommendations to over 1 billion unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Huffington Post, MSN, Business Insider, Chicago Tribune and The Weather Channel. Headquartered in New York City, Taboola also has offices in Los Angeles, London, São Paulo, Istanbul, Tel Aviv, Bangkok, Beijing, Shanghai, Tokyo, Seoul, New Delhi and Sydney. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter.
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