Content recommendation platform Taboola has joined forces with French retargeting giant Criteo to onboard a swathe of new advertisers. 

The group delivers recommendations on content, products, apps, services and more via placements which show up typically on the footer of editorial content. 

It’s a big deal for both parties – for Criteo, due to new access to premium publishers like Mail Online, Eurosport and NBC, while Taboola will benefit from a number of new advertiser partnerships.

Details of an official agreement have been shared following successful trials in the UK, France, Germany, Canada, Brazil and the US. 

“Finding new advertising opportunities to enable our clients to generate incremental sales is fundamental for Criteo,” said Jonathan Wolf, chief product officer at Criteo. 

“Our partnership with Taboola enables our advertisers to do just that via new native ad placements and we are excited by the results we are already seeing.”

Making ground

The company may have recently finalised partnerships with the likes of Microsoft and AOL – owner of publishers like The Huffington Post and TechCrunch – but Criteo’s growing reach is a huge asset for Taboola.

Indeed, Adam Singolda, founder and CEO at Taboola, considered the news to be a “major step” towards the company’s core goal of connecting people with relevant content and products. 

“Personalisation has become a key differentiator in enabling marketers to break through the noise and engage with consumers, and we look forward to our ongoing collaboration with such a leading company in the space like Criteo,” he added. 

Taboola also has capabilities in data-based advertising; serving ads to users on the basis of what type of device they’re browsing on, where they’re located, their browser history and more.

Its main competitor is Outbrain, which has been making headway of its own, courtesy of new partnerships with Washington Post and the Inquirer, both of which were announced earlier this year.