MSN.com signs native ads deal with web traffic driver Taboola

MSN.com has signed a deal with Taboola, a content marketing platform that directs web traffic to related sites, to incorporate native ads and personalisation to the MSN site in 50 markets. Taboola will provide MSN.com with high-impact sponsored content, tailored ads and the ability to personalise content layout. To monetise this, a carousel will appear at the top of the MSN.com page showing "sponsored by Taboola" content.

To personalize MSN.com’s content and ad experience, Microsoft revealed Tuesday it had signed on with Taboola to bring native ads and personalization to the MSN site in 50 markets.

“We definitely are in turnaround from a portal business perspective,” said Joe Cepollina, who leads digital advertising and promotion for Microsoft’s Universal Store, which contains apps for desktop, tablets and phones “We were looking for not just a native ad partner, but a strategic partner who could help us with a bunch of different priorities.”

Taboola, which according to CEO Adam Singolda is transitioning from “widget to platform,” will offer a platter of solutions to MSN.com: high-impact sponsored content, tailored ads for Microsoft products and the ability to personalize content layout according to a user’s preferences.

Someone with Windows 10 might receive app suggestions, someone with Windows 7 or 8 will be encouraged to upgrade, and someone with iOS or Chromebook will receive retail messages, all delivered using Taboola’s technology.

To monetize via native, an image-heavy carousel at the top of the MSN.com page will show “sponsored by Taboola” content, a premium native ad unit. Though much MSN.com inventory is now being sold by AOL, that agreement covers IAB standard units and rich media units, not this type of native ad placement.