What you need to know:

• Val Morgan to embed Taboola content suite into owned channels
• New deal designed to bolster VM's The Latch, Popsugar and thrillist.com
• Taboola data sets power three digital offerings: 'The Feed', 'Video' and 'Newsroom'

Val Morgan Digital (VMD) has struck a deal with digital recommendation firm Taboola to boost its content offering across owned channels The Latch, thrillist.com and women’s lifestyle platform Popsugar Australia.

Taboola’s Feed, Video and Newsroom products will sit in the VMD digital portfolio. Taboola claims its product are powered by datasets based on 1.5 billion users.

The Feed is a vertical-scrolling content push that delivers articles and videos. The Video platform will be integrated within the sites, playing videos when in-view and initiated by the user. The Newsroom is designed to assist writers and editors in making informed editorial decisions to increase readership via real-time data and analytics.

“We’re looking forward to working with Taboola and utilising their suite of products to further enhance our engagement, deliver our content to new audiences and ultimately to drive revenue for the business," said Val Morgan Digital Managing Director Brian Florido.

Taboola has a global presence with its products integrated into the likes of CNBC, NBC News, Business Insider, The Independent and El Mundo. The company claims more than 13,000 advertisers use its technology to reach over 500 million daily active users. 

“Our products will enable VMD to breathe new life into content on its channels and share it with new audiences,” said Taboola CEO and Founder Adam Singolda.