“In this next phase of our strategic partnershipwith Taboola, we were able to introduce a newengagement and monetisation component to oursite without adding more real estate to the page.
By implementing Taboola’s AI-powered midarticle content recommendations, we achieved asignificant increase in clicks on editorial content
and on-site engagement.
- Andrew Morley, Chief Revenue Officer, The Independent

43%
PU BL ISHE R

The Independent Increases
Audience Engagement andRevenue with Taboola Mid-Article
Content Recommendations

Increase in CTR
on editorial content

14%
Increase in Taboola
ad revenueCOMPANYBEFOREAFTER

The Independent is a leading UK and US premium digitalnews brand, regularly attracting more than 63 million
browsers across the globe.

CHALLENGE
Increase the efficiency of its website real estate,
optimising content recommendation units to drive
audience engagement and revenue.
SOLUTION
Implement Taboola’s suite of innovative audiencesolutions, including AI-powered mid-article content
recommendations, to improve user experienceand interaction.
RESULTSThe Independent achieved a 43% increase in CTR
on its own content and a 14% increase in ad
revenue generated by Taboola.

The Independent Drives On-Site Engagementwith Taboola’s AI-Powered Mid-Article
Content Recommendations

Introduction
The Independent is the UK’s largest
quality digital news brand and a top 10
news brand in the US. Its award-winningjournalism is read by 26.5 million UK
browsers monthly. Globally, the publisher
regularly attracts more than 63 million
visitors. It has grown a huge, global
readership of independently minded
individuals, who value its trusted voice
and commitment to positive change.

The Independent Maximises Mid-Article Real
Estate with Taboola’s Suite of InnovativeAudience Solutions

The Independent Drives 43% Increase in Editorial
Content CTR

The Independent was looking to increase the efficiency of its website’s
mid article real estate and optimise editorial recommendation units toimprove both engagement and revenue.

Taboola helped The Independent boost revenue and engagement
without increasing ad real estate on the site. They worked hand-in-handwith the publisher to convert two existing mid-article units of editorial
content into high-performing hybrids of sponsored content andeditorial content.

The publisher had already achieved success with Taboola’s suiteof innovative audience engagement solutions. As a leading content
recommendation platform, Taboola helps more than 9,000 premium
publishers connect with a network of 18,000 advertisers and 600 million
daily active users, delivering personalised experiences that increase
engagement and revenue.

Powered by Taboola’s advanced predictive engine, this new Taboola unit
delivered personalised content recommendations to each user based on
their interests and context. Consequently, The Independent was able toenhance user experiences and tailor content to its unique audience without
overcrowding article pages with additional ad space.

The Independent had implemented Taboola’s Homepage For You
solution to personalise its homepage with curated, AI-powered editorialrecommendations. The news brand had also used Taboola’s organic
recirculation algorithm below article within Taboola Feed in order topromote its own content to on-site users.

After implementing Taboola’s innovative solution The Independent saw a
43% increase in clickthrough rate (CTR) on its editorial content. The
custom mid-article units also contributed to a 14% increase in Taboola
ad revenue for The Independent, adding revenue incrementality that did
not previously exist, helping the publisher achieve its overall goals.

To continue making the most of its on-site real estate, The Independentneeded an innovative solution that would further improve user
engagement and unlock new monetisation opportunities.

Taboola continues to work with The Independent to access andactivate forward-thinking engagement and monetisation tools fortoday’s digital publishers.