Taboola vs Outbrain

Taboola vs Outbrain: which is best for your advertising campaign?

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Taboola and Outbrain have presented themselves as big players in digital marketing. Both Taboola and Outbrain have nurtured the needs of publishers and advertisers with their impeccable records of service integration.

Since they were introduced as advertising platforms, Taboola vs Outbrain became a competitive comparison. They suggest content baked by publishers in a non-intrusive or native way, popping up as “you may like” or “recommended for you” advertisements.

Both offer robust analytics, advanced audience targeting, and outstanding publisher campaign optimization.  But which among them is better for your advertising campaign? You may have the answer to it at the end of this article.

What is Taboola Used For?

Taboola is a web-based public advertising platform established in 2007 by Adam Singolda. Taboola helps engage audiences via vivid networks on different social media platforms by recommending relevant ideas on their feed. 

Taboola attracts audiences through advertising content on popular web pages, yielding phenomenal engagement rates with the help of data analysis. It also provides a closely-knit environment where publishers can compete with other premium publishers and drive a wider audience.

Taboola has some distinctive features, making it a competing horse in this race.

Advantages of Using Taboola for Advertising

Taboola’s distinctive features give it an edge over its competitors. Here are some pointers to understand the advertising platform’s supremacy over the years:

Advanced targeting with Taboola

 It Offers detailed targeting based on user behavior, demographics, interests, and contextual relevance. Retargeting options also serve as a boon for publishers.

● Real-time bidding (RTB) with Taboola

Advertisers can bid on ad placements in real-time, and optimize expenditures.

● Native advertisements with Taboola

Taboola helps present ads as native advertisements that blend seamlessly with the content so they can engage a larger audience. This allows publishers to expand their target audience.

● Monetizing websites with Taboola

It gives publishers a cut of the money received from clicks on sponsored content under a revenue-sharing arrangement. This successfully monetizes the website, resulting in a consistent revenue stream.

● Predictive engines with Taboola

It predicts user behavior and content performance using machine learning and predictive analytics, allowing for more precise targeting and increased engagement rates for advertising campaigns.

● Templates with Taboola

Taboola’s status as a dependable online digital ad platform can benefit you. To start, Taboola offers you a selection of ready-made mobile templates. After you make any necessary edits, they will be prepared for use on social media sites or in your chosen publications. It’s a huge benefit because you can avoid wasting time and money creating these templates.

What is Outbrain?

Outbrain has presented itself as one of the finest digital ad platforms since 2006 and works similarly to Taboola as a native advertising platform.

Big bulls in international markets such as Lewis, INC, and Cision Ltd. rely on Outbrain to attain a higher engagement rate by helping phenomenal analytics and service implementation.

Publishers can manage and optimize their campaigns with Outbrain to get the most engagement possible. Thanks to the platform’s sophisticated targeting features, publishers can target specific audiences based on location, demographics, and browsing habits.

Advantages of Using Outbrain for Advertising

Some distinctive features of Outbrain add value to its cost. These features are what publishers demand from the service, and Outbrain delivers optimum value to its users. 

● Customizable ads with Outbrain 

Outbrain offers advanced ad-creating tools that are exceptionally flexible and can shape advertisements according to the publisher’s will.

The ads may follow a strategic pathway according to the guidelines or be tweaked for an imaginative one. Publishers can manually add images, videos, and other interactive mascots to attract and engage their target audience. However, one must remember that Outbrain’s professional support team is always there to lend a helping hand.

Getting your personalized Google ads consultant to create business-specific advertising strategies is always better.

● Easy User Interface with Outbrain 

Outbrain’s customizability is solely credited to its easy user interface. Outbrain’s UI is interactive and friendly. Be it setting profiles or creating ads; publishers will not break a sweat, all thanks to the Outbrain user interface.

● Fix the target audience with Outbrain

With Outbrain’s fixed targeting feature, publishers can specify precise audience requirements for the content they promote. Geography, interests, device type, and demographics can be targeted. By doing this, publishers can be sure that the most relevant users see their content, increasing engagement and conversion rates. For best results, targeting is further refined using custom and lookalike audiences.

● Increase brand value with Outbrain

Outbrain increases the credibility and visibility of a piece of content by placing it on reputable sites; this organically helps the brand value its creator. Targeted recommendations ensure that content reaches an engaged audience, driving higher-quality traffic. This boosts a brand’s performance and, ultimately, its value.

● Integrating platforms with Outbrain

Because of Outbrain’s good integrations with various marketing platforms and technologies, publishers may develop a cohesive marketing plan. This implies that Outbrain may be effortlessly integrated with its current marketing initiatives, such as email campaigns or social media posts, to function as a cohesive unit.

Taboola vs Outbrain: Major differences to consider

Now that we have discussed the basics of Taboola and Outbrain, it’s time we figure out what’s best for your campaign. What makes you choose one over the other?

To get this answer, let’s put the pros and cons of Taboola and Outbrain side by side.

  • User interface (UI)

Be it any device, platform, or service, The UI is the core element of integration. When a publisher interacts with Taboola, Outbrain, or any service for that purpose, the UI is the first thing he is greeted with.

Now, a UI may have its source of strengths, such as elegance, productivity, and, most importantly, ease of working. The outbrain tops the chart, with UI being their smoking gun.

Outbrain casually places its foot ahead of Taboola when it comes to UI. The ease and user-friendliness of Outbrain’s UI is just amazing.

  •  Monetary implications

To run any business sustainably, it is essential to balance its economics. Taboola and Outbrain are both exceptional platforms to avail services of digital marketing, but it does matter what costs more dollars. The pricing model of Taboola and Outbrain can paint a better picture of it.

Taboola’s pricing model is a cost-per-click (CPC) model, which bluntly means that the publisher pays only when a user clicks on the generated ad.

Outbrain’s model follows the cost-per-engagement (CPE) pattern, where publishers are charged based on how users engage with their offerings.

While CPC is a popular model for immediate traffic, CPE has always shown the ability to create long-term sustainable traffic, adding to the brand’s value and credibility.

By company standards, ads with Taboola cost around $0.06 (for desktop ads) and $0.04 (for mobile ads), while in the case of Outbrain, they cost $0.05 (for computer ads) and $0.03 (for mobile ads).

  • Performance and Reach

Taboola offers a wide range of performance indicators to publishers and advertisers so they may evaluate the success of their campaigns. These indicators include conversion rates, engagement rates, click-through rates (CTR), and more.

Additionally, advertisers may segment their audience based on many parameters and optimize campaigns accordingly with Taboola’s extensive targeting capabilities.

Outbrain provides advertisers with detailed performance indicators to track the success of their ads. These metrics provide insights into user engagement, conversions, and the overall ROI.

Outbrain’s wide network of premium publishers provides marketers with a broader reach, boosting their chances of reaching their intended audience and creating higher interaction.

Wrap-up- Taboola vs Outbrain

As mentioned earlier, Taboola and Outbrain are knights of digital marketing, and both have shown phenomenal results when it comes to advertising.

While some people would be inclined towards Taboola’s native advertising pattern and strategic audience targeting, others may favor Outbrain’s extensive networking of ‘creamy layer’ publishers and user-friendliness to attain results.

The article does draw a legible demarcation between Outbrain and Taboola. Still, it’s the publisher’s call on which advertisement platform aligns with their needs and puts their company under the spotlight.

You can rely on the best Google AdWords management team to formulate the best output-oriented advertising strategy for your business. Connect with us.


Q 1. Who is behind Taboola?

Ans:  Adam Singolda founded Taboola in 2007.

Q 2. Is there a standard view among publishers about whether Taboola or Outbrain drives better performance/monetization?

Ans: Taboola and Outbrain act as smart advertising platforms for the publishers. The perspective towards both will differ according to their respective usage for their business.  

Q 3. Is the new Taboola worth trying?

Ans: Taboola regulates advertising content among a wide range of audiences. It is worth trying a recommendation-based form of advertising in the dominating world of Google ads.

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