Taboola vs Outbrain: A Detailed Analysis

We live in the world of the Internet and it is getting monetized differently each day, as more businesses have created their online presence recently, online ad industry is not only booming but new innovation is rapid. 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 RevContent.

Taboola vs Outbrain: 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.

It’s the value of bringing audiences and content together. We delight readers, create revenue, drive engagement and breed consumer insight, bringing premium publishers and marketers of all sizes into the world’s most vibrant content marketplace. Outbrain reaches to 557 million audience per month showing more than 200 billion recommendations. More than 80% of the top brands use Outbrain currently.

Minimum Traffic Requirement: Taboola vs Outbrain

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.

Outbrain is more suited for premium publishers. You need to have more than 1 million page views per month to be a partner. Also, a substantial part of your audience should be from US.

Revenue Share Percentage:Taboola  vs Outbrain

Taboola is known to take a 50% revenue share of what the advertiser is bidding for the cost of a click. Outbrain takes a standard and industry competitive revenue share. There is nothing mentioned as to what percentage of the revenue the publisher gets.

Taboola Ads vs RevContent Ads

Both Taboola and Outbrain show ads and recommendations which are of premium quality and not spam. However, Outbrain has a higher edge over Taboola when it comes to showing content recommendations since their ads are purely native and their editorial team has been stringent in approving product based ads. So, outbrain widget offers a much cleaner ad experience that Taboola.

RPM: Taboola vs Outbrain

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 5 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.

Definitely cost per click on Outbrain platform will be higher than Taboola since the number of premium brands who are using Outbrain are more and majorly Outbrain targets US based publishers.

Revenue Report:Taboola vs Outbrain

Here is the revenue report of Taboola

taboola graph

Revenue report of Taboola

Our Verdict

Taboola is more suited for mid-level publishers while Outbrain is aligned towards brands. Outbrain analyze the content and how likely an user will stay over a site after a click. Advertising on Outbrain can be recommended if you’re looking for some quality audience.

Avid traveller, loves listening to people, interested in blogging, digital marketing, AdSense optimization, marketing research and data science. He is the founder of Beamingnotes.com and Myeduz.in, and has also helped 100s of clients with Ad optimization.

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