Discovery platform Taboola is releasing a number of upgrades to its Newsroom product site.
Since the start of the coronavirus pandemic, news subscriptions in general have grown by 110% with 58% of people saying they will keep their paid subscriptions post pandemic, the company said.
“News publishers have continued to prove their resilience this year, especially during the pandemic, because they are a critical source of truth,” said Adam Singolda, Taboola CEO and founder. “We are seeing that readers are more inclined now to support their favorite publications by becoming subscribers.”
Newsroom uses AI to support media organizations, and the enhancements can help publishers capitalize on the new interest to drive subscriptions.
The upgrades to Newsroom include Propensity to Subscribe, a feature that uses machine learning to identify users who are more likely to subscribe. It also allows publishers to target registered users with articles that promote the most subscriptions.
Taboola also offers publishers data and insights into readership trends and content that drives subscriptions, such as engagement scores, repeat user topics, real-time conversion tracking and user segmentation.
Publishers can identify topics that loyal readers are interested in and receive customized metrics about article readership tied to bounce rate, time on the page, subscription conversion rate and video watches.
Initial results have shown publishers have seen an average increase of 30% in subscribers using the new offerings.