New Taboola tools to allow personalisation based on reader loyalty

Recommendation platform, Taboola, has added new functions to its personalisation and segmentation suite of tools. Publishers partnering with Taboola will now have access to new loyalty features which include a proprietary reader loyalty score, built on deep learning and AI.

The loyalty score helps to segment readers based on attributes such as how frequently they visit, how many pages they visit and how recently they visited. Publishers can then use Taboola to deliver the ideal reader experience to each reader segment, which can both promote increased readership and unlock new monetisation options.

According to industry data, 70% of publishers personalise their content for readers and a large percentage plan to do so moving forward.

Publishers can segment readers into categories including flyby readers (groups that visit less frequently and consume the least amount of pages) loyal readers (groups that demonstrate site affinity and consume the most amount of page views) and casual readers (those who fall in between). The reader experience can then be personlised based on these loyalty levels, to optimise user engagement and monetisation.

This can include:

  • Adjusting the ratio of publishers’ own content versus advertising content, enabling loyal readers to engage with more publisher content.
  • Surfacing abridged articles that feature a ‘Read More’ button, targeted only to flyby users, to deliver other article recommendations sooner and promote readership or advertiser content. Taboola’s Read More feature gives publishers the ability to offer readers a condensed article preview when they land on a page, followed by Taboola Feed.
  • Recommending special offers just to loyal readers to subscribe to content or sign up to newsletters. The same webpage real estate can then be utilised for other purposes for other less loyal reader segments.

One large US news publication has already achieved an 18% desktop and 10% mobile RPM increase by adjusting their site content shown to flyby readers.

There’s no one size fits all approach for publishers to interact with readers. Readership and interests can change over time and readers arrive on publisher sites in different contexts with different intentions. Publishers need to be able to stay in sync with what readers want, to adapt their properties to best serve each reader.

Adam Singolda, CEO and founder, Taboola