Audience Engagement Digital Publishing
2 mins read

“30% Increase in CTRs”: Taboola launches AI-driven homepage personalization tech

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Taboola, the content recommendation platform, has added artificial intelligence to power editorial recommendations on publisher homepages. The new feature, called Homepage For You, is designed to personalize each publishers’ homepage to different readers using Taboola’s recommendation platform.

McClatchy, The Independent, and Estado de Minas are among its early users, and in beta tests, participating publishers have seen a 30% – 50% increase in CTR for homepage sections personalized by Taboola.

With more than 89% of digital businesses investing in personalization, and social media platforms like TikTok using A.I. to engage younger audiences to discover videos, it’s clear that people love experiences made just for them. If you open up a social media app, you are greeted with content you really want to see. For publishers, the most loyal readers are those who visit a homepage directly and look for editors to tell them what’s important for them to know.

Adam Singolda, CEO and founder, Taboola

Homepage For You is one of Taboola’s first product launches since it went public in June 2021, and is part of the company’s $100M annual investment in R&D. It was built in collaboration with a number of the world’s leading publishers, based on feedback from working closely with editorial teams to understand their key priorities, concerns and business drivers. 

Kristin Roberts, Senior Vice President for News, McClatchy, says, “As more people rely on our network of properties for news, we want to ensure all readers get the best experience, relevant for them. Coupling the vast expertise of our newsroom with a data-driven approach to personalizing our homepages, using Taboola’s advanced A.I. technology is going to be a game-changer for us.”

Mayara Souza, Head of Product and Marketing, Estado de Minas, adds, “When readers visit our homepage, they expect news that is interesting and catered to their interests. Historically, we have used our editorial processes to decide this, but as we have grown, we have turned to Taboola’s technology as a key component to personalize the experience. By doing this, we’ve promoted increased readership and a better overall experience.”