Taboola has announced its new approach beyond native advertising with a innovative technological platform that achieves measurable results beyond traditional channels of search and social networks. The company has been a pioneer in native advertising for over a decade, helping advertisers achieve their goals through content recommendations at article level. Now, Taboola is launching far beyond this native legacy with the introduction of Perform, a pioneering platform in the industry that specializes in performance marketing on a large scale.
Performance Advertising with AI and Exclusive Data Revolutionizes
Available from February 26, Perform allows advertisers to take advantage of unique data, artificial intelligence focused on performance, and an increasingly diverse advertising offer in creative formats to achieve tangible conversion objectives. According to Taboola estimates, advertisers annually spend 24 billion euros trying to achieve results on DSP platforms and adtech niche solutions. However, these channels lack the experience, scale, or data necessary to obtain the results that advertisers require. While DSPs usually focus on video and smart TVs – effective for branding, but not so much for conversion – adtech companies lack the necessary scope to run successful campaigns.
Almost 30 billion euros in advertising investment suffer from decreasing returns on social networks. Moreover, 75% of advertisers focused on performance that invest in social networks claim to have to deal with decreasing yields and are looking for solutions due to audience saturation, increasing costs, and advertising fatigue. In total, most of the 55 billion euros destined for performance advertising are not generating the desired return on investment.
Perform is the only independent performance platform that presents itself as an alternative or complement to search and social network channels, offering measurable large-scale results for advertisers. The platform is nourished by Taboola’s unique offer, own data, and artificial intelligence technology. In addition, it provides simplicity and efficiency for advertisers to execute performance campaigns across many of the largest and most renowned publishers, OEMs, and applications.
“The new technological platform of Taboola, Perform, expands the success potential of our performance marketing. Perform offers more options to connect with customers through a wide network of trusted publishers globally. We hope it will greatly benefit our advertising scope and our ROI. We are excited to use it,” said Julie Hansen, CRO and CEO of Babbel in the USA.
Key Components of Perform
Taboola Perform includes several functions, including:
* New advertising offer beyond the characteristic native article: For the first time, advertisers can access display formats and a greater variety within the Taboola network, including editors such as El Mundo, El País, Europa Press, 20 Minutos, and device manufacturers such as Xiaomi or Samsung. Now, advertisers can expand their reach beyond traditional native locations, connecting with relevant customers in high-visibility spaces.
* Advantage in AI and data: Perform is driven by an optimized AI engine for performance, with the possibility of finding the best opportunities within the network of publishers and Taboola applications. Its AI system is nourished by exclusive data obtained directly from the code integrations in the pages of the publishers, providing a capacity for analysis and optimization superior to any other advertising platform on the open web.
* Creativity without limits: From display, social, or vertical videos, Perform simplifies the experience of advertisers by allowing them to reuse the same creativity they use in other display or social network campaigns. The platform automatically transforms pre-existing materials into advertisements.
“Each business deserves to have the opportunity to grow and succeed. However, to achieve this, performance advertising has not been very easy until now. Online advertisers have resorted to search advertising platforms or social networks simply because there was no viable alternative. For example, investing in DSPs and smart TV ads is excellent for branding, but is not optimized for conversion; or managing display advertising with hundreds of low-profile adtech platforms is not an efficient solution for marketing professionals,” says Adam Singolda, CEO and founder of Taboola.
“Amazon began in 1994 and managed to dominate the book business in 2000, which allowed them to expand and conquer e-commerce. Now our ‘Amazon moment in Taboola’ arrives. After years of success with native advertising, the time has come to cover the entire performance sector,” adds the executive.
