Taboola, which considers itself as a content discovery & native advertising company, is one of the biggest global native advertising companies. Taboola, just like its rival Outbrain was originally founded in Israel (now based in New York) in 2007, has seen double digit growth since last few years. This growth is one of the key factors fueling the recent growth in native advertising in general. The company to date has approximately raised $160 million from various private equity sources according to crunchbase.
Taboola currently has a staff of around 500 employees and has acquired 4 ad technology companies over the years. There were talks of a merger between Outbrain and Taboola, the two native advertising giants, in late 2017, however, the merger has not materialized as of yet.
In terms of growth, Taboola just like its rival Outbrain has seen massive growth in recent years but one could argue that the growth has reached some level of stagnation in the last year or so. Here are some recent stats for Taboola as measured by us and several third party companies.
Taboola Traffic Analytics
Presented below are some important statistics from Taboola native advertising widgets. As you can see from the monthly volume charts, the network offers a huge amount of traffic from tens of thousands of news/media websites spread across multiple countries.
The global reach pie chart clearly shows that the traffic is truly global with maximum amount of traffic from United States as one would expect. However, an advertiser can expect pretty decent traffic volume from most countries in South America, Europe and Asia. They are a truly global company in terms of their reach.
The doughnut chart shows the traffic distribution between desktop and mobile devices and as expected three quarter of traffic is generated via mobile devices. This is a trend with most major native ad networks as mobile devices have clearly taken over desktop based PCs.
Taboola Advertisers and Publishers
All the major global news & media companies run either Outbrain or Taboola widgets or both. This is where majority of the traffic is coming from. Unlike Outbrain, Taboola does not offer targeting by a specific category. However, as an advertiser you do have the ability of defining custom audience based on the various parameters provided to you either through the internal data from your own campaign, bulk data collected by Taboola or through several third party data sources.
In addition, you can target by geo, device and specific publishers as well.
Considering the nature of the publishers, advertisers focused on content marketing usually thrive on Taboola. In addition, you see advertisers promoting gaming, health and beauty products, financial products, physical products and mobile apps on Taboola. For the best ROI, however, the pre-sale landing page needs to be rich in content.
Here are the top advertisers and publishers for Taboola:
Top Taboola Publishers
|msn.com||News & Media||11%|
|foxnews.com||News & Media||6.8%|
|bild.de||News & Media||6.3%|
|t-online.de||News & Media||2.3%|
|dailymail.co.uk||News & Media||1.7%|
|nbcnews.com||News & Media||1%|
|usatoday.com||News & Media||1%|
|aol.com||News & Media||0.9%|
Top Taboola Advertisers
Taboola CPC Bids and Technical Specifications
The minimum cpc bids on Taboola is at $0.01 However, you will not be able to get much traffic at these rates especially from tier 1 and tier 2 countries. Expect the bids to be in $0.1 to $0.5 per click depending on your target.
Here are detailed important specifications:
|Image Size||600x500 pixels or 150x150 pixels|
|Max Headline Characters||60 characters|
|Recommended Min. CPC Desktop||$0.05|
|Recommended Min. CPC Mobile||$0.04|
|Recommended Min. CPC Tablet||$0.03|
|Location Targeting:||Country, Region|
|Device Targeting||Desktop, Mobile, Tablet|
|Maximum Ads Approved||25 Ads Per Day / Per Account|
|Annotations (Circles or Arrows Images)||Not Allowed|
Website: Taboola Main Page
Taboola Login: Taboola Login Page
Taboola Guidelines: Taboola Advertiser Guidelines