Hasta La Creative!

IBM-owned The Weather Company says it’s going all-in on Taboola Feed, which mimics the look and feel of Facebook’s News Feed, the publication said Thursday, making it perhaps the largest publisher to adopt the format.

Like Facebook’s News Feed, Taboola Feed is an infinite scroll that surfaces both the publisher’s own content as well as content from other platforms in so-called cards. It differs from the box of paid links traditionally seen from the New York-based ad-tech company.

Weather Co. says its pages saw an average uplift in revenue per thousand impressions, or RPM, of 158 percent after piloting Taboola Feed, adding that the figure went as high as 353 percent on certain pages.

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