The world of Internet is drastically changing and so is the world of advertising… So when you combine these two worlds we see a new world of internet advertising which is even more unpredictable in nature. We all believed AdSense to be the dominating advertising technology, until now. Over the past few years, so much has changed and in fact native advertising companies are growing to give a tough competition to various banner ad technologies. Brands have recognized the fact that, in order to grow, they need to advertise across different channels and as it seems native advertising is becoming a big piece of pie. In today’s post, we are going to compare the two native advertising giants, namely Taboola and Content.ad.
Taboola vs Content.ad: The Journey So Far
In July 2007, Taboola was founded, thinking about content consumption patterns, and ways to predict the videos people may like before ever expressing an interest in watching them. It took 3.5 years to innovate around what became the foundation for Taboola’s mathematical predictive engine, Taboola EngageRank™, that later became part of publishers’ workflows given its various optimization capabilities. This algorithmic innovation around video then helped Taboola broaden its solution to recommend articles and slideshows, providing world-leading publishers with a single, ultimate discovery and monetization solution.
Content.ad was the first company to offer a successful content marketing service to its online advertisers and has strong roots in direct marketing. It is one of the largest native sponsored content networks in the world that helps advertisers channelize their business costs on creative ad placements so as to realize a positive return on investments.
Minimum Traffic Requirement: Taboola vs Content.ad
You need to have a minimum of 1 million page views per month to join the Taboola network. However, it seems that the guys at Taboola are a bit flexible on this, and I got my blog approved with around 3,00,000 page views a month. It has been more than a year that I signed up with Taboola and the current traffic requirement to accept a site might be a bit high.
It is relatively easier to get accepted via Content.ad. They don’t have a very rigorous approval process. However, having said that, they do consider the website’s niche during the approval process, not all sites will be approved. Content.ad approve only those sites which they think will be relevant to their advertisers and they might reject those sites for which they might not have relevant advertisers.
Revenue Share: Taboola vs Content.ad
Taboola is known to take a 50% revenue share of what the advertiser is bidding for the cost of a click. So, as a publisher, you end up getting 50% of an advertiser’s click. However, on the other hand Content.ad provides 60% of all gross revenue actually received by Content.ad to the publishers. It seems, so far as revenue share is concerned, both the parties are neck to neck.
Ads Quality: Taboola Ads vs Content.ad
Both Taboola and Content.ad ads look decent and spam free. However, the quality of ads served through Taboola is better compared to Content.ad because of the availability of premium publishers in the Taboola network. In fact, Taboola ads looks more similar to sponsored stories and quality content around the world and I believe users will be more interested to click these ads.
Taboola CPM/RPM rates vs Content.ads CPM/RPM rates
Taboola is a good alternative for sites which doesn’t have a high AdSense RPM but delivers good amount of traffic. Taboola is a pay-per-click network where you get paid only for clicks. Average Cost per click may vary from 2 cents to 10 cents, but is typically low for Asian traffic. Depending on the traffic quality and location, ad RPM can be $2+
If you place one Taboola widget below the content area and one on the sidebar, you can expect a CTR of3-4%. Also, Taboola offers popup widgets which works good on desktop traffic. You need to get in touch with your account manager for more widget types.
I haven’t personally used content.ad but after reading the forum messages, I saw they offer a CPC of 2-3 cents. You get better rates if you have traffic from tier one countries. I will try using content.ad and let you know the average CPC rate I am getting with them.
Revenue Report of Taboola vs Revenue Report of Content.ad
Here is the revenue report of Taboola. I was using only one of their below article widget and the most of my traffic is from India. You can see that the ad request RPM is around $0.35 and the CTR is 1.35%. If you have traffic from tier one countries, you can make much more from Taboola.
Here is the revenue report of Content.ad. I found this report from one of the site hosted for sale on Flippa.com. The CPC is comparatively high and maybe because majority of the traffic was coming from tier one countries.
After analyzing all the points, I would say, it is difficult to say directly which network would be more profitable for a publisher. You need to try both Taboola and content.ad and in fact see the results by yourself. Share your views on Taboola vs Content.ad. Do consider reading our Taboola Review and Content.ad Review here.
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