Discovery platform Taboola has announced an exclusive three-year strategic partnership with Gannett, the publisher of USA Today along with numerous regional US newspapers, to provide its content discovery services.

The US/Israeli firm provides publishers with a widget that appears at the bottom or side of web pages, directing users to related content around the internet. The service enables publishers, marketing companies and agencies to retain users within their sites and monetise their traffic.

Taboola has become popular among web publishers looking to monetise their sites beyond standard display or rich media advertising, and the deal is expected to generate revenues of around $50m (£32m) for Gannett.

The Taboola widgets, which will work on mobile, tablet and desktop versions of the web sites, will be personalised and offer unique content based on users browsing history and preferences.

“As the digital ecosystem becomes more fragmented, consumers around the world should be seeing different executions of the web, tailored for them,” said Adam Singolda, founder and CEO of Taboola. “Were excited to collaborate with such a top-notch and well respected media company such as Gannett and help connect users with the content they may like and never knew existed.”

Taboola has raised $157m in funding since its founding in 2007, from investors including Baidu and The Daily Mail. According to the firm, 86 per cent of US consumers will see the companys widget on a monthly basis.