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Taboola Embeds Newsfeed On Android Phones, Wants To Be ‘Apple News’ Of Native Publishing

April 16, 2018

Native advertising and “content discovery” platform Taboola has an ambitious plan to help people discover even more content, specifically “news.” The company, which is best known for enabling brands to scale native advertising across the open Web, has struck a deal to operate a news feed app on people’s phones.

“It’s like Apple News,” boasts Adam Singolda, who founded Taboola 11 years ago and serves as its CEO. Unlike Apple News, Taboola’s news reader is native to Android phones, and its first deal enables it to distribute on devices manufactured by ZTE, the fourth largest phone brand in the U.S. behind Apple, Samsung and LG.

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