Content discovery platform Taboola has announced a partnership with programmatic giant The Trade Desk (TTD) Global to integrate native and video advertising.
The collaboration is allowing TTD’s advertisers to programmatically purchase premium video and native advertising placements across Taboola, which reaches about one billion monthly users. Furthermore, TTD's customers can also gain Taboola's supply of premium publisher placements.
Advertisers can also use their own data when buying either sponsored content or video, that will play on the publisher's page itself.
Joel Livesey, director of partnerships for the EMEA region at TTD, said that the integration with Taboola provides its advertisers with even more ways to foster meaningful connections and further scale native as an integrated part of their overall digital marketing plan.
As for Taboola, this is its step towards making video ads as part of its offer.
Taboola founder and CEO Adam Singolda said: "We're excited to work together with The Trade Desk team to expand our discovery platform to new partners and empower brands to integrate video and native content, programmatically."
The partnership is the first time that a demand side platform (DSP) partner allows advertisers to place video ads and native ads on Taboola through the same interface.
Taboola is known to offer that "you might also be interested in this" section at the end of many web articles. This offers additional contents, product info and also related apps that may benefit both visitors and also publishers.
Singolda's vision for his company includes providing large-scale access to quality and native ads inventory that are outside Facebook's reach. And video ads are the huge part of his vision. Before this new partnership with The Trade Desk, he said, Taboola worked with Criteo and AppNexus to create programmatic native ad placement. The company has also worked with ConvertMedia before Taboola acquired it in mid-2016.
Because quality is priority, Singolda noted that Taboola rejects "up to 50 percent of advertisers" in order to keep its inventory's quality high. Taboola is also known to rarely work with small publishers. One of the main reason is because advertisers are having growing reluctance to have their ads appear near hate-based and other extremist content.