MUMBAI: NDTV’s digital arm NDTV Convergence has inked a partnership with content discovery platform Taboola. The companies have signed a three year deal, the worth of which is pegged in the range of Rs 90 - 100 crore ($13-15 million) based on traffic projections across web and mobile.
NDTV Convergence’s partnership with Taboola will power content recommendations to its audience of over 60 million unique visitors. Taboola will serve as the exclusive, multi-platform content discovery partner across all its properties. In addition to providing advertisers with an option to now target the premium NDTV audience through native content marketing, Taboola will also work with NDTV to increase user engagement.
NDTV group CEO and executive director Vikram Chandra said, “We are really happy to extend this partnership with Taboola who have been great partners over the last year. This truly is a landmark deal given its size and scale, making it the largest and one-of-its kinds in the Indian digital media eco-system.”
NDTV Convergence CEO & managing editor Suparna Singh added, “We are always striving to provide our consumers with high-quality and the best possible content. When we started this journey, the web was a much simpler place. Today, as social media feeds continue to fragment the user base, we need to customise content based on user interest. As always, we aim to be on the cutting edge and this partnership also gives us a new and unique way to monetise our growing audience across platforms.”
“It’s an incredible honour to work with such a highly respected global publisher as NDTV, and we look forward to working with Vikram, Suparna, and the entire NDTV editorial team in continuing to boost overall audience engagement and revenue. We see India as a massive opportunity for marketers to reach new audiences since so many citizens are accessing the Internet for the first time via mobile and this partnership is a testament to our commitment to providing Indians with high quality content they may like and never knew existed,” said Taboola CEO and founder Adam Singolda.
