NDTV Convergence signs 10-year deal with Taboola to enable revenues of $100 million

Online news platform NDTV Convergence has entered into a 10-year deal with Taboola, a platform which powers recommendations for the open web. The deal based on mutually-determined projections, including growth in traffic, can enable revenue of Rs 750 crore or US$ 100 million for NDTV Convergence, contingent upon it meeting the targets assigned for different stages of the period.

It’s noteworthy that in 2018, NDTV Convergence had signed a 5-year deal with Taboola for over 300 crores and have now decided on a larger, 10-year arrangement.

The deal gives NDTV Convergence access to Taboola’s full portfolio of offerings for personalized content recommendations, editorial planning, and monetization and growth strategies. For users of its digital offerings, this means accessing better, customized content through recommendations for what to read, watch and explore.  This includes leveraging the Taboola Feed, which points users to content especially relevant to their choices and allows for meaningful revenue and increased audience engagement.  

In addition, NDTV Convergence will also test the integration of ecommerce via Skimlinks, a Taboola company, to complement its content with e-commerce.

“Taboola has been a significant cornerstone of our business. We prize our 7-year-long association with them because they consistently demonstrate their support for independent journalism. Taboola’s tools including those that we use in our newsroom make the best use of AI and new technology to ensure our content is flanked by terrific options for our readers to discover and learn more,” said Suparna Singh, President, NDTV Group.

“We’re seeing NDTV truly innovate by using recommendations, AI and data for growth,” said Adam Singolda, CEO and founder, Taboola. “They have been a true partner since 2014 and have shown they are very leaned in to continue to make NDTV a top news destination. What sets NDTV apart is a truly holistic approach to growth, which uses nearly every one of our publisher offerings to keep readers engaged and spending more time with them. We look forward to helping them grow over the next 10 years.”

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