NDTV Convergence’s position as India’s leading platform for online news stands reaffirmed with a very substantial 10-year deal with Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover content they may like.
The decade-long deal is based on mutually-determined projections, including growth in traffic, and cumulatively can enable revenue of Rs. 750 crores or 100 million dollars for NDTV Convergence contingent upon it meeting the targets assigned for different stages of the 10-year period.
Ndtv.com has nearly 200 million uniques and is known for the fastest online news and best user experience in India. It is also one of the country’s only profitable online content companies in India.
This deal gives NDTV Convergence access to Taboola’s full portfolio of offerings for personalized content recommendations, editorial planning, monetization and growth strategies.
The company will continue to leverage Taboola Feed, a seamlessly integrated feed that provides readers with personalized content, enabling monetization of below-article placements. In addition, NDTV will leverage Taboola Newsroom, an advanced readership insights technology that leverages A.I. to power editorial processes.
In addition, NDTV Convergence will be testing an e-commerce integration that provides a new revenue stream via Skimlinks, a Taboola company. With Skimlinks, NDTV Convergence can complement its premier content with e-commerce.
“Taboola has been a significant cornerstone of our business. We prize our 7-year-long association with them because they consistently demonstrate their support for independent journalism. Taboola’s tools including those that we use in our newsroom make the best use of AI and new technology to ensure our content is flanked by terrific options for our readers to discover and learn more,” said Suparna Singh, President, NDTV Group.
“We’re seeing NDTV truly innovate by using recommendations, A.I. and data for growth,” said Adam Singolda, CEO and founder, Taboola. “They have been a true partner since 2014 and have shown they are very leaned in to continue to make NDTV a top news destination. What sets NDTV apart is a truly holistic approach to growth, which uses nearly every one of our publisher offerings to keep readers engaged and spending more time with them. We look forward to helping them grow over the next 10 years.”
In 2018, NDTV Convergence signed a 5-year deal with Taboola for over 300 crores. which was at the time among the biggest-ever advertising deals for the Asia-Pacific region. Both companies have accrued big benefits from that partnership; they synergized their respective strengths for sustainable growth and have therefore decided on a larger, 10-year arrangement.