Discovery platform Taboola has announced a strategic partnership with smartphone manufacturer Vivo in a deal that will see new platform Taboola News integrated directly into Android devices, providing owners with a personalised news feed for Vivo's 100m+ customers.
Taboola will deliver a fully personalised content experience for Vivo's customers, helping the manufacturer to drive engagement and monetisation, while also providing a significant new audience source to content publishers in India and South East Asia, where Vivo has a strong presence.
The platform will deliberately mimic an 'Apple News'-style experience for Android users, with consumers able to access a personalised feed of content services and news aggregation, while also aiming to support publishers and journalists. The platform, which will be accessible directly from Vivo homescreens, will surface relevant content from premium publishers throughout Asia, including NDTV, India Today, China Daily, Kapook and OhBulan.
"Enabling people to discover what's new and interesting is a key part of enriching people's lives and it is at the heart of our mission at Taboola," said Adam Singolda, founder and CEO of Taboola. "Smartphones are perhaps the most intimate device that we own - on average we use our smartphones over 100 times a day. So the opportunity to create a personalised experience and surface relevant content in that 'moment of next' is massive for users, journalism and smartphone manufacturers.
"We are honoured to partner with Vivo, an innovative leader in the mobile space, on this journey. We look forward to creating the next wave of personalisation on smartphones in addition to powering quality journalism by driving new audiences directly to publishers' sites as opposed to walled garden environments."