Seven West Media will use Taboola's activation technology across its cross-platform assets - including 7news.com.au and the West Australian - following signing of a multi-year partnership.

7news.com.au will use Taboola's content discovery platform incorporating Taboola Feed to improve content personalisation and user experience. The vertical-scrolling feed enables users to access more of the content they like, such as feature articles or in-feed video, mirroring how users consume content across social networks.

The Newsroom product will provide news editorial teams with real-time data about content performance, as well as insights on trending topics from Taboola's publisher network, while Audience Exchange will provide infrastructure to manage and optimise traffic flow across sister and partner sites.

Digital network sales director Nicole Bence (pictured) says the partnership will strengthen SWM's digital portfolio and offering. "Taboola's discovery platform will be a headline feature as we expand our presence in the delivery of branded content," she said.

"With 7RED's recent expansion into short form and native content production fuelled by insights from 7REDiQ, we are now creating more content than ever before. This partnership not only helps us scale our production capabilities and delivery across all screens and devices but will create necessary efficiencies through the addition of Taboola's actionable data and smart insights into our ecosystem."