NDTV Convergence signs five-year deal with Taboola for more than Rs 300cr

Taboola uses its presence on sites like NDTV to recommend content from across the internet to the audience and offers highly-personalised native advertising

by exchange4media Staff
Published - Dec 21, 2018 12:08 PM Updated: Dec 21, 2018 12:08 PM
NDTV Taboola

NDTV Convergence has signed a five-year deal with Taboola, one of the largest content discovery platform.

The five-year deal ties NDTV Convergence exclusively to Taboola and involves a minimum guarantee of more than Rs 300 crore for NDTV Convergence, making it one of the largest deals for digital content and the media space.

“Like NDTV, Taboola operates with the user at the centre of its universe which is what makes this such a natural fit. Taboola's energy and innovation allow us to enlarge our own goals; we share their pride and excitement in learning, redefining, and then recreating all over again. And this deal proves that Brand NDTV remains unchallenged and the go-to for world-class companies," said Suparna Singh, CEO of the NDTV Group.

The new partnership is vastly north of the last NDTV-Taboola arrangement that lasted three years and was worth Rs 100 crore based on traffic projections.

According to Google Analytics, NDTV.com has 200 million uniques, making it India's largest news website and the 23rd-largest in the world, ahead of Washington Post, Huffington Post and others (source: Similar Web, Unique Visitors for News and Media Category, October 2018).

This is the largest deal that Taboola has ever signed in the APAC region. Taboola uses its presence on sites like NDTV to recommend content from across the internet to the audience and to offer highly-personalised native advertising.

“The growth of the mobile internet in India is skyrocketing, and with over half a billion smartphone users, its mobile adoption is second only to China. Mobile users are continually looking for those ‘moments of next’, and publishers such as NDTV are well positioned to deliver a dynamic, personalised content experience to their readers. We are humbled that NDTV, our oldest and largest partner in India, has made a long-term, five-year commitment to joint innovation in this most exciting market," said Adam Singolda, founder and CEO of Taboola.

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