Val Morgan Digital secures multi-year partnership with Taboola

February 15, 2021 

Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced a new multi-year partnership with Val Morgan Digital (VMD), the entertainment, lifestyle and health content division of cinema and outdoor company Val Morgan.

The three-year partnership deal will see VMD use Taboola’s suite of products to optimise user engagement and loyalty, and drive revenue.

VMD will take advantage of Taboola’s Feed, Video and Newsroom products across its digital portfolio, which includes its owned and operated film, wellness and sustainability site The Latch ( as well as local editions of foodie mecca Thrillist ( and women’s lifestyle platform POPSUGAR Australia (, which VMD operates through its partnership with  US-based Group Nine Media. 

All three digital platforms will feature Taboola’s content discovery platform, integrating the Taboola Feed product – a vertical-scrolling feed, which provides targeted, relevant content. The Feed is similar to scrolling through social media networks, encouraging visitors to remain on a website by providing them more of the content they want, including articles and videos.

The VMD suite of brands will also utilise the Taboola Video function, where visitors are able to access integrated video, which plays only when in-view and initiated by the user, optimising viewability and experience, and the Taboola Newsroom product. Powered by Taboola’s predictive engine and extensive data set of 1.5 billion users, the newsroom helps writers and editors make informed editorial decisions to increase readership. It allows publishers to monitor real-time and historical data about content performance and gain insights into readers’ interests.

Adam Singolda, CEO and Founder at Taboola, said: We are delighted to partner with Val Morgan Digital on its new digital strategy and are looking forward to working closely to optimise its digital offerings, exploring ways to resurface the websites’ content and drive revenue. VMD has continued to go from strength-to-strength since its 2019 launch and its platforms are home to a wealth of fantastic information, with an engaged audience. Our products will enable VMD to breathe new life into content on its channels and share it with new audiences. There are huge opportunities for premium publishers like VMD to use real-time and archived data to understand its content and how it is consumed, and then look at ways to harness insights to further engage audiences.”

Brian Florido, Managing Director at Val Morgan Digital, said: “At VMD, we are still very much in the growth stage of the business, as we continue to build a stable of brands that drive curiosity, influence and impact. What we’ve done has been intentional and by design, with each of our brands offering something different for the reader, while complementing our Val Morgan cinema and out of home networks. We’re looking forward to working with Taboola and utilising their suite of products to further enhance our engagement, deliver our content to new audiences and ultimately to drive revenue for the business.”

About Taboola

Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv.

Learn more at and follow @taboola on Twitter.


About Val Morgan

Val Morgan is an industry leader delivering premium, highly attentive audiences across Cinema, Outdoor and Digital platforms. Located throughout Australia and New Zealand, Val Morgan provides a 100% digital, full-screen, advertising solution for brands looking to connect with engaged and active consumers. The Val Morgan network comprises of over 14,000 location-based digital advertising screens in cinema, retail, petro-convenience and fitness locations, and offers digital publishing opportunities via The Latch, Thrillist, POPSUGAR Australia and Fandom.