This article will review how Taboola works, including how we surface personalized recommendations and how the auction works.
How Taboola Works: Overview
Taboola is the world’s largest discovery platform. Through our exclusive partnerships with many of the world’s top publishers, we serve 360 billion content recommendations to over one billion people across the web each month. You have probably seen our feed serving recommendations on sites like Bild, Bloomberg, NBC News, Le Figaro, MSN, The Independent and The Weather Channel.
With massive scale, unique content consumption data and world-class AI technology, we help thousands of advertisers reach their audiences with compelling native ads in a brand-safe environment. Consumers see your content or product when they are in ‘discovery mode’, and are most open to discovering something new and interesting Taboola proves to be effective across the buyer journey––from increasing awareness to driving online purchases.
- Your content and ads recommended on thousands of top websites and apps
- Higher engagement across a wide variety of ad formats Support for all of your goals - drive sales, generate leads, create awareness, drive traffic to your site, and more
- Discover new audiences- Taboola offers advertisers access to over 1 billion users who have yet to discover your blogs, articles, videos, apps and more
- Powerful insights and targeting options for reaching your best new customers
- Transparent, actionable data––get a 360-degree look at what’s working best, and where you can improve to see your best campaign performance.
The Taboola Predictive Engine
Taboola’s platform is powered by Deep Learning technology that uses Taboola’s unique data about people’s interests and information consumption to recommend the right content to the right person at the right time.
Whenever you launch your campaign with Taboola, our algorithm analyzes your content and extracts a large number of “signals” that will help the technology match it to people who are most likely to engage and take action. The algorithm predicts good matches across Taboola’s publisher network and begins recommending your content while gathering results.
With time, the algorithm learns which audiences are more likely to engage with your content based on their reading preferences, browsing history, device, location, time of day and more, and prediction accuracy increases.
It is important to give the predictive engine time to optimize your campaign, and to test a number of content items, titles and images. Taboola’s in-platform tools and features take the guesswork out of blind testing and give you performance suggestions to reach your best audience faster.
How Your Campaign Items are Recommended
The Taboola algorithm looks at two important factors to help figure out when and where to recommend your campaign items––Click-Through Rate (CTR) and Cost Per Click (CPC).
CTR, or click-through rate, is an indication of how interested users are in your content. The higher the CTR, the more your campaign items will be recommended to users.
CPC, or cost per click, is an indication of how much you are willing to pay per click. The higher the CPC, the more competitive your campaign items will be across the network, which means they will be shown more often. Additionally, You can increase your CTR by following our title and thumbnail best practices, which you can learn more about here.
Taboola’s Smart Bid feature takes the guesswork out of manual bid adjustments in order to ensure that advertisers are getting their most effective placements at the lowest cost.
SmartBid leverages data from billions of conversions to bid intelligently at the right moments across Taboola’s ever evolving network, bidding competitively on higher-converting publishers and lower on lower-converting publishers, and making sure you’re not missing out on key conversion opportunities.
If you increase your CPC, you are more likely to get more clicks to your campaign items.
You can target your Taboola campaign based by location, time, browser type, connection type, audience segments, and more. Your campaign targeting options will impact where your content will be shown. You can learn more about targeting here.
Your campaign items will only have the chance to appear on publishers that accept your specific type of content. For example, some publishers may not want political advertisements on their website. So, if you are running a political advertisement, your campaign items will not be able to appear on that publisher site. You can learn more about how your campaign items are categorized here.