Bauer Media, the group behind radio stations such as Kiss and Magic and magazines like Grazia and Empire, has penned a two-year exclusive partnership deal with content discovery platform Taboola.

As part of the deal, Bauer will integrate Taboola Feed – which is a continuous-scrolling feed that serves a mixture of content from Taboola, publishers, brands, and third parties – at the end of the desktop and mobile articles across its extensive online portfolio. The media group will also leverage Taboola’s ‘audience exchange’ solution, enabling it to manage and optimise the flow of traffic across its network.

“As we continue to grow Bauer Media’s digital audience, one of our key priorities has been to enhance engagement while still delivering a best-in-class user experience that is timely and valuable, and Taboola allows our portfolio of publishers to provide a more personalised experience,” said Charlie Brookes, head of revenue of Bauer Xcel Media.

Adam Singolda, CEO and founder of Taboola, added: “We know users spend 50 minutes per day engaging in social feeds, and we’re excited to offer a similar scrolling experience to Bauer Media’s audience on the open web. By leveraging discovery and personalisation technology, we can boost the value of every visit and encourage users to stay on the page to discover more content they may like but didn’t know existed.”