“Our weekly reports are right on target if not above
the estimated lift that Taboola provided at thebeginning of this process. The short answer is, it’sworking.”- Glen Hale, Vice President of Digital Content & Audience
Development, Gray Television20%
Increase inarticle pageviews
per session

22%
Uplift in homepage
CTR across Gray’s
115 sites
N E WS

Gray Television Increases Pageviews
Per Session Across 115 Sites withTaboola Homepage For You-5%
Homepagebounce rate
across Gray sites

COMPANY
Gray Television is a leading television broadcast company
and the largest owner of top-rated local television stations
and digital assets in the U.S.

CHALLENGE
Increase pageviews and engagement across Gray
Television’s 115 publications while enhancing efficiency,
providing digital teams with more time to produce
impactful journalism.
SOLUTION
Implement Taboola’s Homepage For You solution
across Gray Television’s 115 websites, delivering
personalized, AI-powered editorial recommendations foreach website visitor.
RESULTSWith Taboola’s Homepage For You solution,
Gray Television has achieved a 20% uplift in article
pageviews per session, driving millions of incremental
page views by their loyal homepage audiences.

Gray Television Optimizes Content Across 115
Homepages with Taboola AI

Introduction
Headquartered in Atlanta, Georgia,
Gray Television owns and operates highquality stations in 115 television markets
that collectively reach 36 percent of U.S.
television households. Gray Televisionalso owns video program production,marketing, and digital businesses, including
Raycom Sports, Tupelo Honey, and RTM
Studios, the producer of PowerNation
programs and content.

Gray Television Delivers AI-Powered Content
Recommendations with Taboola’s Homepage
For youand monetization. Now, Gray Television was ready to leverageanother Taboola solution to optimize their own content:
Homepage For You.

Gray Television was seeking innovative ways to increase pageviewsand engagement across their expansive portfolio of 115 digitalproperties. Still, the publisher didn’t want to add more responsibilities
to their digital content producers’ already-full plates. In fact,
Gray Television was looking to more efficiently allocate resources,
giving producers more time to create high-quality articles and videos
to serve the communities that rely on them for crucial news.

“We immediately saw the benefits of the Taboola Feed, bothfinancially and through the quality of content recommendations
it provided,” said Glen Hale, Vice President of Digital Content &Audience Development for Gray Television. “We knew that Taboola’s
technology was successful in presenting content that was of interest
to our users and readers. So we thought, ‘Why not use an internal tool
to harness those capabilities with our organic content?’”

That meant Gray Television needed a next-level solution that could
automatically optimize on-site content and be easily deployed andmanaged across over 100 websites.

Homepage For You delivers AI-powered editorial recommendations
on publishers’ homepages, providing each website visitor with
content that is both relevant to the news cycle and personalized totheir interests. Taboola’s AI leverages insights from over 600 million
daily active users across 9,000 premium publisher properties toidentify content that’s most likely to engage readers. Getting granular,
Taboola’s recirculation algorithm has the power to personalize content
experiences based on editorial policies and users’ locations, interests,and past sessions.

That’s where Taboola was able to help.
Gray Television was already an exclusive and trusted Taboola
partner, having integrated the Taboola Feed of sponsored and organic
content across all of their websites to boost engagement

Gray Television Delivers AI-Powered Homepage
Recommendations with Taboola’s Homepage
For You
Taboola’s Homepage For You solution is designed to complement
editors’ own curatorial decisions, giving them the power to decide whichplacements are AI-powered and which are hand-picked. So publishers canenjoy the benefits of data-driven automation while maintaining their brandvoice and integrity.
Gray Television, for example, worked hand-in-hand with Taboola toensure Homepage For You was implemented efficiently across eachof their 115 sites with minimal operational overhead, making real-time
updates and algorithm changes as needed. Taboola also provided reports
to help Gray Television track performance.
Homepage For You has consistently delivered results that met or exceeded
Taboola’s pre-launch estimates, driving millions of incremental page views
each month through large increases in readers’ click through rates on thehomepage, as well as a 20% boost to article page views per session.
“The proof is in the metrics,” Hale said regarding the performance ofHomepage For You.

As hoped, this AI-fueled growth has allowed more time forGray Television stations to focus on video content production. “Anysolution that minimizes administrative tasks and frees up time for morecreative tasks is a benefit to us,” Hale said. In fact, by keeping readers
engaged and on-site, Homepage For You has helped Gray Televisionachieve its goal of increasing video views and monetization revenue.
Beyond just metrics, Homepage For You also provided Gray Television’scontent teams with valuable insights about audience behaviors andcontent preferences. For example, Taboola’s algorithm can identify
content topics with niche but engaged audiences, and make sure those
topics are presented to the right readers across Gray Television’s networkof 115 sites.
As Hale said, “Stations rightfully focus their resources on relevant localcontent, but we’ve learned that certain national issues can be relevant toanyone no matter where they are. That was an eye-opener.”
Ultimately, implementing Homepage For You has helped Gray Television
meet their bottom line and align stakeholders around the power ofdata-driven personalization. “At this point, Homepage For You is overperforming,” Hale said, and acknowledging that Taboola is continuously
making algorithmic improvements, added, “We only expect that overperformance to continue and accelerate.”