Taboola, the multinational company founded in 2007 by Adam Singolda and fellow veterans of IDF tech units, has launched a Facebook-style feed.

Adam Singolda, cofounder and CEO of Taboola. Photo: courtesy

The new product represents a planned gradual shift from widgets on web pages to a new content-discovery experience on mobile.

The idea is to help publishers interact with consumers and monetize their sites by encouraging scrolling on their own site rather than on social-media sites.

“People spend a lot of time daily scrolling. People barely read one article, and then they interact with their social feeds but this prevents publishers from growing. The future is that people read articles and then interact with publishers’ feeds versus going back to their social feed,” Singolda was quoted as saying.

Taboola claims to be the world’s largest discovery platform, providing 360 billion personalized content recommendations to one billion monthly unique users on sites such as NBC, USA Today, Die Welt, The Weather Channel, The Atlantic, Billboard.com and Fox Television. One of its biggest competitors is Outbrain, also an Israeli-founded company.

Taboola has offices in Tel Aviv, London, Los Angeles, Sao Paulo, Bangkok, New Delhi and New York.

The new feed reportedly was developed and tested with the New York Daily News, which reported a 26 percent revenue increase and a 40% engagement increase on mobile.