Newspaper publisher McClatchy has signed a multiyear contract with New York-based Taboola.com Ltd. that will provide online and smartphone readers with personalized content using artificial intelligence.
Taboola' s (Nasdaq: TBLA) Newsroom platform is already live on McClatchy sites, said Sarp Uzkan, vice president of transformation with McClatchy, via email.
“We expect it to help our newsroom teams in their content creation and audience development efforts. We're also experimenting with additional Taboola products for tailoring content placement on our sites to drive better engagement. If successful, with the use of these tools, readers should see more relevant, more engaging McClatchy content when they come to our platforms,” he said.
Sacramento-based McClatchy properties are in 30 markets in the U.S. They include The Sacramento Bee, the Charlotte Observer, The Kansas City Star, the Miami Herald and the Fort Worth Star-Telegram.
Taboola will provide readers with personalized content and targeted advertising, Taboola said in a news release.
“We are committed to bringing the best and most relevant news and information to our diverse audiences in local markets nationwide,” said Tony Berg, senior vice president of advertising with McClatchy, in a news release. “Teaming with Taboola allows us to provide more content and will help to keep our audience engaged. We look forward to working alongside Taboola on content recommendations, editorial insights, and other initiatives that create better experiences for local readers.”
Taboola uses artificial intelligence to increase user engagement and increase income for the customer. It has partnerships with CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo, among others, Taboola said, adding that more than 14,000 advertisers use Taboola to reach more than 500 million daily users.
McClatchy reaches more than 65 million unique readers monthly.
