News Corp picks Taboola over Outbrain for native programmatic rollout

News Corp has teamed up with content discovery network Taboola in its latest programmatic venture, which will see the Israeli-owned company provide the underlying technology for News Native Networks.

Launched as ‘News Native Network powered by Taboola’, the service will provide native content, distribution and advertiser booking services along with referral generation and conversion.

News Corp’s Neil Robinson and Julian Delany with Taboola CTO, Lior Golan

The deal sees News move from rival network Outbrain following a competitive tender, News Digital Networks Australia managing director Julian Delany told Mumbrella: “We did a very big RFP on this, this is a big part of our business, but we knew we wanted to take our native content product further so did a pretty big tender process.