NDTV Convergence inks pact with Taboola

This article has been modified. Please see the clarification at the end.

NDTV Convergence, the digital arm of New Delhi Television Limited (NDTV) that owns and operates the group's digital properties, on Wednesday, signed a deal with content discovery platform Taboola.

The deal is expected to amount to Rs 90-100 crore ($13-15million) for NDTV over the course of three years, based on traffic projections across web and mobile.

During this period, Taboola would power content recommendations to NDTV's audience. It would serve as an exclusive, multi-platform content discovery partner across NDTV's digital properties.

In addition to providing advertisers with an option to target premium NDTV audience through native content marketing, Taboola would also work with NDTV to increase user engagement. Vikram Chandra, group chief executive and executive director, NDTV, said while television would remain at the core of the business, digital content and e-commerce would be the other two pillars.

This deal is part of the group's plan to strengthen digital content monetisation.

Suparna Singh, CEO and Managing Editor, NDTV Convergence, said, "As always, we aim to be on the cutting edge and this partnership gives us a new and unique way to monetise our growing audience across platforms."

CLARIFICATION
In an earlier version of this article, it was mentioned that this deal would cost NDTV Rs 90-100 crore, which is incorrect. The amount pertains to the revenue projection for the partnership between NDTV and Taboola over the next three years. The error is regretted.