Taboola has developed a “content you may like” widget that is usually embedded at the bottom of web pages. People clicking on that are taken to other print or video content and helps publishers and marketing companies monetise web traffic.
Vikram Chandra, CEO and executive director of holding company NDTV, said that the deal was “the largest and one of its kind in the Indian digital media ecosystem.” The partnership with Taboola will be across all digital properties of the group, which are clubbed together under NDTV Convergence.
“We see India as a massive opportunity for marketers to reach new audiences since so many citizens are using the internet for the first time via mobile,” said CEO Adam Singolda, who founded Taboola in 2007.
Taboola has other media companies as clients, mainly in the U.S. and Europe, such as NBC, The Atlantic, and Mail Online. It has raised more than $157 million in private funding and is estimated to be worth over $1 billion. Baidu, China’s dominant search engine, is among the investors.