Dive Brief:

• Google is making a move into content recommendation with the Matched Content tool. 
• Matched Content delivers content suggestions in a widget format similar to that used by companies like Outbrain and Taboola. 
• The free tool allows AdSense publishers to offer links to other content within its own sites in an effort to extend time spent on the site. 

Dive Insight:

Google is late to the content recommendation game, but competitors may have cause for concern. For now, Google doesn't offer the ability to post content recommendations on other publishers' sites—a fact that could keep competitors ahead of the game. What Google does have, however, is the immense AdSense network that now has this free tool available—likely leading to a high adoption rate.