Links, which appear on hundreds of news sites, including CNN and The Washington Post, (often at the bottom of news stories) are the work of a “news discovery” company called Taboola. The company acts as a middleman between a Web site, such as Politico, and other sites that want to attract Politico’s readers.
At regular intervals, Taboola’s computers feed new headlines and photos into the “Around the Web” sections from an inventory of articles, photo galleries and videos supplied by these third-party sites. Taboola’s main competitor, another Israeli start-up called Outbrain (both companies are now based in New York). Outbrain and Taboola say publishers can customize their offerings to screen out material they deem inappropriate.
The engines’ recommendations are based on algorithms shaped by a user’s Internet behavior and that of similar groups of people. Thanks to tracking software known as cookies, the companies’ computers can learn whether you like to read about sports or entertainment or prefer to watch videos instead of reading articles. They also do some educated guesswork based on broad categories. People in Washington, D.C., for example, might see more links to political stories than people in Washington state.
Read more at the Washington Post.
