New York Media is in the early stages of running different tests with Taboola to figure out how to best match its readers with different content experiences.
“The main emphasis is better segmentation of our audience based on how you’re getting to the site,” Cho said.
The publisher is already discovering that users who come in from social, for example, are more likely to browse and click on an external link. Users coming in through search, however, leave once they’ve found out what they’re looking for. That informs how the module will look.
New York Media also wants to serve readers on different sites different content, since audiences for The Cut (fashion), Vulture (entertainment), Grub Street (food) and Daily Intelligencer (news) have different content preferences.
New York Media is testing how to entice those readers to explore its other sites. Instead of only running related links in Taboola from The Cut, for example, it wants to use data to figure out how to cross-pollinate with an article from Vulture where appropriate.
Taboola’s data includes stats on “visibility,” or who actually reads down to view that content. Cho watches those stats and uses them as a proxy for engagement. If readers aren’t finishing articles, that’s something to be aware of and address.
New York Media also chose Taboola because it hopes the vendor can help it wrangle data about video. The publisher has been ramping up its video content, and Taboola – which originally started in video – has capabilities that intrigued Cho.
“Getting to this point of smart personalization, and better distribution and optimization of video content, is important for us,” Cho said. “What you see on one of our article pages, even if you’re reading the same piece of content, should be different from what I see.”