Native advertising has dominated the conversation in the ad tech industry over the last few years. It has turned out to be the fastest growing advertising technology. Studies show that native ads draw 60% more traffic than traditional digital advertising formats. Native ads pay more in terms of both revenue and brand engagement. So, publishers and advertisers are increasingly opting for native advertising platforms. A lot of ad networks come up and shut shop every day in the very dynamic industry that ad tech is. A few of them are worth trying at least once. AdNow is one such ad network. AdNow, established in 2014, is a widget-based native advertising network. The network has managed to get 150,000 publishers on board and serves 4 billion monthly impressions within a period of just 3 years. And you can never forget to mention Taboola when it comes to native advertising. Taboola is the largest content marketing platform in the world, serving over 200 billion recommendations to over 550 million unique visitors every month on some of the Web’s most innovative publisher sites.
In this article, we will do a comparative study of AdNow and Taboola and try to figure out the pros and cons of the respective networks.
AdNow vs Taboola: Minimum Traffic Requirement
AdNow does not require publishers to have a specific minimum traffic volume and accepts all active websites with quality content and minimum daily traffic. There are no language constraints either. The network approves all websites manually and usually takes only a day or two to either accept or decline a site.
Taboola requires publishers to have at least 1 million monthly page views. After signing up, the publisher registration is reviewed and the publisher is asked to sign an NDA if a minimum traffic threshold is needed. The ad codes are set up once all this is done.
In the AdNow network, publishers are paid on the basis of impressions. There is also a way to generate more revenue through the AdNow referral program. If a publisher refers others to join the network when the websites are accepted, the publisher receives 5% of the total revenue on a weekly basis.
Taboola offers a 50% revenue share to publishers which is quite steep when compared to industry standards.
AdNow vs Taboola: Ad Quality
One downside of the AdNow network is the poor quality of its ads. There is barely any diversity in the creatives and nature of the ads, with most of them being product-based and related to the health niche.
The ads from Taboola are of high quality. This network has a strong regional advertiser base across the world which results in great variety in creatives and nature of the ads.
AdNow vs Taboola: Publisher List
AdNow, although a comparatively new ad network, has managed to get Amazon, eBay, PeerFly, and others on its publisher list.
Taboola has some of the biggest brands like Forbes, NY Times, TMZ and USA Today on its publisher list.
AdNow vs Taboola: CPM and RPM Rates
We have seen Adnow perform well for EU traffic. Adnow CPC rates are particularly high across the whole of Europe. The data represented here primarily refers to traffic across South Asia and India.
The CTR of a publisher in the AdNow network depends on the theme, slot, and country of the website, the expected range being 2 to 3%. The eCPM is about 40 cents and can vary from $0.1 to $2, depending on the country.
Taboola is a PPC network where publishers only get paid for clicks. Average CPC varies from 2 cents to 5 cents but is usually low for Asian traffic. The RPM of a Taboola ad can up to $2 and more depending on the traffic quality and location. Taboola has a fill rate of almost 100%.
AdNow vs Taboola: Payments and Earnings Report
AdNow pays publishers on a Net 7 basis that is a weekly basis. The minimum payout threshold is $20. The available modes of payment are PayPal and Bank Wire Transfer. The parent company which sends the payment is ActionPlay Advertising Network. But the payment withdrawal process is allegedly not very smooth. AdNow also provides publishers with a minutely detailed statistics report of their performance in real time.
Publishers in Taboola network are paid on a NET 30 basis once they have managed to attain $100 in payable earnings. The payment comes as a direct deposit through Payoneer to Indian publishers, after their accounts and PAN details have been verified.
Taboola is one of the largest native advertising platforms. In terms of ad quality, Taboola is one of the best ones out there. But the same cannot be said for AdNow which lacks in ad quality. The signing up and payment withdrawal processes can be quite arduous for Taboola. But that can be understood considering the kind of services they provide. AdNow has proved to be a safe native ad platform and has managed to amass publishers from as many as 107 countries with features such as weekly payments, multilingual support and smooth customization of widgets. AdNow can be the go-to network for publishers who won’t get accepted by a bigger network such as Taboola. However, AdNow needs to work on its ad quality to grow further. So both the native ad networks can work very well for publishers. While Taboola is inherently favoured by seasoned publishers due to its high minimum traffic requirement, comparatively smaller publishers can go for AdNow and can run it in conjugation with Google AdSense to get the best results.