Taboola Gains NYT for Video Recommendations
No matter what content on the site visitors to NYTimes.com have been reading or viewing, they should find that the recommended videos are now a little more to their taste. The New York Times has just implemented EngageRank video recommendation technology, created by Taboola. EngageRank suggests videos based on whatever content the site visitor has been enjoying, whether it's text or video.
To form its recommendations, EngageRank uses algorithms that combine behavioral and contextual data. Recommendations display in a thumbnail list called "Other Videos You May Like," which appears below the video player after a video has finished playing.
Before this agreement, the Times tested Taboola on its video page for eight months. Time spent watching videos increased during testing, as visitors were more likely to watch another video after they'd finished their first.
"At Taboola, we have A/B testing built into our culture and product innovations, constantly quantifying the lift our technology provides against different alternative types of recommendations," says Adam Singolda, founder and CEO of Taboola.
According to the company, Taboola's customers typically see a 15 to 200 percent increase in video views in just a few weeks. It's currently used by CNN, Kiplinger, Slate, and Revision3. The company is based in New York and was founded in 2007.
As the New York Times prepares to invade the living room, it's starting its OTT efforts with the Google Chromecast—but there's much more to come.
The video recommendation service will focus on measuring the type of traffic and the visitor interactions it generates for publishers.
Video recommendation service will use the money to spur engineering, sales, and marketing teams.