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Taboola’s new LiveIntent partnership means it can now definitively identify users’ devices
The deal also lets email marketing/ad service LiveIntent feature Taboola’s content recommendations in its emails.
First, this is Taboola’s first alliance with a major email marketer. LiveIntent handles 3 billion email newsletters for 1,600 publishers and brands, which it says reach over 160 million individuals monthly.
Normally, LiveIntent loads an ad in the email newsletter when the email is opened, targeted to that user.
Now, it can load four or more Taboola content recommendations in each email, similar to the “you might also be interested in…” ones that appear at the bottom of many website stories. The content recommendations are based on such attributes as location, device type or referral source, as well as that email recipient’s interests relating to the newsletter’s content, stories clicked on and other attributes.