Taboola and Vivo Announce Long Term Partnership for Swipe Right Experience


Taboola will deliver a personalised content feed experience to Vivo consumers and will help the smartphone maker drive consumer engagement and monetisation

Vivo, the fifth largest smartphone manufacturer in the world, has partnered with Taboola to power its news segment content as a part of its ‘Swipe Right’ screen experience. Taboola will be responsible for delivering a completely personalised content feed experience to Vivo consumers and will help the smartphone maker drive consumer engagement and monetization.

Taboola will also be providing a significant new audience source to content publishers located in the region.

Adam Singolda, founder and CEO, Taboola, said, “We are honoured to partner with vivo, an innovative leader in the mobile space, on this journey. We look forward to creating the next wave of personalization on smartphones in addition to powering quality journalism by driving new audiences directly to publishers’ sites as opposed to walled garden.”

Content sources

Taboola will now be a strategic partner of Vivo. It will furnish personalised content feed as a part of Vivo’s swipe right experience. The content will be sourced from Taboola’s network of premium publishers spread all over Asia. NDTV, India Today, China Daily, Kapook and OhBula are some of the premium publishers that the New York headquartered discovery platform will be using to source content from.

A press release issued by the company said, “Enabling people to discover what’s new and interesting is a key part of enriching people’s lives, and it is at the heart of our mission at Taboola. Smartphones are perhaps the most intimate device that we own. On average we use our smartphones over 100 times a day. So, the opportunity to create a personalized experience and surface relevant content in that “moment of next” is massive for users, journalism, and smartphone manufacturers.”

Many smartphone makers enable personalised content feed experiences to drive consumer engagement. A lot of content feeds are primarily based on the type of news articles consumers search for. For example – a user reading news related to cricket will see cricket article suggestions sourced from different publishers.

A major drawback of such partnership lies in the fact that the discovery platform will only show content published on its partner websites, and not from other sources, no matter how relevant it may be.