AdRoll partners with Taboola to boost programmatic bids on mobile native placements

Marketing company AdRoll has officially partnered with native advertising and content discovery platform, Taboola, to offer clients access to the Taboola publisher marketplace. AdRoll clients will now be able to bid programmatically for native placements on premium publisher sites globally.

Greg Fulton, VP of Product at AdRoll, said:

“Native advertising has become a promising channel for marketers and is helping improve the way people engage with brands. Taboola is a great partner for us because they offer the largest native exchange on the open web. We can now better help brands attract new prospects and retain customers at scale.”

According to Taboola, it now serves 360 billion recommendations to over one billion unique visitors every month. The company integrates with publisher’s websites includingEurosport, USA Today, NBC, Fox Sports, Mail Online and many more. Meanwhile, AdRoll works with more than 35,000 advertisers.

AdRoll client Stephanie Krueger, Senior Marketing Manager at Shoes of Prey, a women’s footwear designer, explained that diversification in device targeting and native as a channel were important aspects for the brand.

“Our customers engage with our brand on multiple devices and platforms. We wanted to create a seamless experience, regardless of device or the places users visit online. Native advertising is an important element of our full-funnel marketing strategy.”

Taboola’s CEO and Founder Adam Singolda added that advertisers now had an opportunity to be “recommended to the right user at that magical moment when the user is about to make a decision.” That in turn could not only boost awareness, but also sales.