Publishers can now display Stories on their sites through new Taboola tool

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 19 January 2021
Taboola Stories

Publishers can now display stories on their sites, similar to ones popular across social media, through a new tool from Taboola.

Taboola Stories, launched in beta, allows publishers to embed stories within their homepages, and articles in mobile environments. The tool shows readers preview articles from the publisher’s site in a vertical, mobile-friendly display that cycles automatically.

Taboola claims the new tool will boost users’ dwell time on a publisher’s site, given their popularity across social media, and the company is also pushing it as a way for publishers to boost advertising revenue with the ability to sell ads in stories.

Taboola argues that stories on a publisher’s site is a way for advertisers to reach consumers in a more “premium” environment, compared to social media stories which are already popular with brands.

“We’re combining the best of two worlds, making it easier than ever for publishers to keep readers engaged and allowing readers to discover more content and promoted recommendations by advertisers they may like,” says Adam Singolda, CEO at Taboola.

“Taboola Stories is a big leap forward in the flexibility we’ve given to publishers, and their abilities to interact with readers. We’re fortunate to have spent 13 years innovating to deliver more opportunities for publishers to develop closer relationships with readers and drive more engagement, and revenue in the process.

“Compared to story-driven formats on traditional social media platforms, Taboola Stories offer similar formats, but side-by-side to premium, editorial content that exists in the open web.”

Taboola is still looking for Australian publishers to come onboard with the tool.

Stories, pioneered by Snapchat, have become hugely popular across Facebook and Instagram, and the format was recently launched by Twitter. By 2019, Stories across Facebook, Whatsapp, and Instagram were attracting more than 500 million daily active users each.

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