Fat Tail Investment Research’s mission is to help everyday Australians become better, happier, and more successful investors by publishing a wide range of independent research materials. Their challenge is to find innovative ways to reach people interested in becoming better investors and convert them to subscribers to free daily publications. Fat Tail Investment worked with Taboola to launch sponsored content campaigns that offer lead magnets in the form of research reports and editorial pieces to attract subscribers to free publications. With Taboola, Fat Tail Investment Research attained 10,000 email subscribers in just six months at a 15% lower CPA than their target, while the number of conversions doubled.