Taboola Wants to Fuel Local News With Its Latest Partnership

The deal will bring its discovery platform to publishers serving New York City

Taboola and News 12 Networks logos
This is the latest move that Taboola has made to support news publishers. Taboola, News 12

Israeli content-curation company Taboola has worked alongside publishers for more than a decade to fuel—and fund—the stories they produce. Now, it’s bringing that tech to New York City.

Today, the company announced a partnership with News 12 Networks, a group of local news networks, owned by Altice USA, that focus on local coverage in Bronx, Brooklyn, Long Island, New Jersey, Westchester, Hudson Valley, and Connecticut. The partnership will see the seven sites in the network adopt Taboola’s discovery platform for web and mobile devices—driving some much-needed revenue to publishers covering news across these cities.

“Our vision is to be calling every moment on the internet, where users make decisions to discover something next,” said Taboola CEO Adam Singolda. “So when you’re reading the news in your local neighborhood, something like that, we want to be there, and say you might also like [this other article].”

The news publisher will also integrate Taboola’s content-recommendation carousel, Taboola Feed. This offers readers a personalized rolodex of content from within the network of News 12 sites and third-party sponsored content from around the web. It’s a setup that mirrors Taboola’s integration with Cheddar, another Altice USA property.

This is the latest move that Taboola has made for the sake of supporting news publishers. Earlier this month, the company announced a partnership with Sony that brought content from Taboola’s publisher partners into Sony’s Publisher Suite. While most news apps—like Apple News, for example—curate a user’s reading experience within the app, Singolda explained that users are led directly to the publisher’s site to read their stories.

It’s one of the innovations that will drive the nearly $1 billion that Taboola plans to pay publishers by the end of 2019, according to Singolda. It’s a price that could mean a significant amount to a struggling local station—the past decade has seen more than 1,000 cities across the U.S. lose their local coverage, according to an analysis by the Associated Press.

“It’s so important for us to power and support local journalism—almost more than anything else in media today,” said Singolda. “Local journalism and local TV stations  are the ones that really think about putting out stories that protect people, and break news that might not make it to a big organization.”

@swodinsky Shoshana Wodinsky is Adweek's platforms reporter, where she covers the financial and societal impacts of major social networks. She was previously a tech reporter for The Verge and NBC News.