Big media companies are increasingly keen on locking in long-term native advertising commitments, if the latest of two big announcements this week is anything to go by.

Tribune Media’s broadcast subsidiary Tribune Broadcasting, whose TV stations include KTLA of Los Angeles and WGN-TV of Chicago, is about to announce an exclusive partnership to feature sponsored content links paid for via Taboola, according to MediaPost.

That follows this week’s earlier deal in which magazine publisher Time Inc agreed to stop using multiple such content marketing platforms and go exclusively with rival Outbrain in a partnership which reportedly will earn the media house north of $100 million.

Taboola’s Tribune deal will see its units delivered on to 40 TV station sites and 80 mobile apps. In this interview recording from April’s Beet.TV Content Marketing Summit, sponsored by Taboola itself, Taboola CEO Adam Singolda says video can also be a delivery mechanism for sponsored links.