Many consider content marketing to be the most important area of investment throughout 2015. Investors seem to have realized that because content discovery platform, Taboola, has just received $117 million from investors in a financing round that hopes to expand the company worldwide.
The Series E round of funding was received from Fidelity Management and Research Company, and previous investors Marker LLC and Steadfast Capital. Additionally new strategic partners include Advance Publications (parent of Condé Nast and Advance Digital), Comcast Ventures, Mr. Carlo De Benedetti (chairman of the Gruppo Editoriale L’Espresso), Groupe Arnault (the controlling shareholder of LVMH), Yahoo! JAPAN, and others, according to a press release.
Taboola has experienced rapid growth in the last few years, and already drives significant traffic. The services makes 200 billion content recommendations monthly, attracts 550 million unique users monthly and has over 5 million pieces of content in its marketplace.
Additionally, according to Comscore data, Taboola outranks YouTube and Facebook when it comes to desktop reach, Taboola reaches 86.2 percent of desktop users in the US. According to chief executive and founder Adam Singolda in October of last year 70 percent of those users clicked through to view the content on offer.
According to an official statement, funding will be used to “continue [Taboola’s] growth in the discovery market, focusing on technological innovations, expanding globally, and full-page personalization.”
We started Taboola with a mission to build a search engine in reverse — instead of people looking for information, information now looks for us” Singdola said in the release, adding “This round will help us fuel growth, and launch next generation personalization technology to further connect consumers with information they may like and never knew existed.
As Social Times has previously predicted, personalization will become increasingly important as the marketing world has to fight harder for customer attention. With this round of funding, and Taboola’s growing success on desktop and mobile, they may lead the way in teaching marketers to personalize the content they’re trying to serve.