India's NDTV inks content discovery deal with Taboola


Rebecca Hawkes

| 01 October 2015

NDTV's digital division NDTV Convergence has entered into a three-year deal with content discovery platform Taboola for between US$13 to $15 million, based on Web and mobile traffic projections.

Taboola will power content recommendations to the NDTV Convergence audience of over 60 million unique visitors. It will provide advertisers with an option to now target the premium NDTV audience through native content marketing, and also work with NDTV to increase user engagement.

The companies have already been working together for a year, prior to the new arrangement.

"This truly is a landmark deal given its size and scale, making it the largest and one-of-its kinds in the Indian digital media eco-system," said Vikram Chandra, CEO and executive director, NDTV group.

NDTV Convergence managing editor Suparna Singh added: "We are always striving to provide our consumers with high quality and the best possible content. When we started this journey, the Web was a much simpler place. Today, as social media feeds continue to fragment the user base, we need to customise content based on user interest. As always, we aim to be on the cutting edge and this partnership also gives us a new and unique way to monetise our growing audience across platforms."

Taboola's CEO and founder Adam Singolda said the company sees the audience potential in India "as a massive opportunity" as many citizens are now accessing the Internet for the first time via mobile and can be tempted with high quality content.