To provide a positive experience for our users, Taboola uses campaign quality ratings which determine which campaign items and campaigns are acceptable across our publisher network.
Taboola has two quality ratings: Level 1 and Level 2. If your campaign has a Level 1 rating, that means it meets the standards of the majority of our publishers and therefore is more likely to get scale across the network. If your campaign has a Level 2 rating, that means that your campaign is likely to have a limited reach on a subset of publishers who accept Level 2 type campaigns.
Before your campaign goes live, our team looks at every submitted campaign item and assigns the appropriate quality rating to each campaign.
To learn more about the content review process, see here.
Your campaign’s quality rating will be determined by the quality of all elements of the campaign items within the campaign, including each item’s thumbnail, title and landing page.
Your campaign’s quality level is set at the campaign level, and will be set to the lowest level that we assign to any of the campaign items in your campaign. For example, if an item has a Level 1 title, but has a Level 2 thumbnail, the campaign will be labeled as Level 2.
Quality Ratings Overview
Content Within This Category
Suitable for all audiences, generally not offensive
Suitable only to some audience due to its nature eg mean-spirited, exaggerated, exploits insecurities, sexual in nature etc.
Below are some examples of campaign item characteristics that qualify as Level 1 or Level 2. Please note that these lists are not exhaustive.
Level 1 Characteristics
World news from premium publishers
Mortgage, credit cards, refinance
Fashion articles with no sexual context
Positive/neutral celebrity content
Sports (with images that do not focus on skin)
Premium weight loss products
Alcohol (where permitted)
Swimwear with no sexual context
Level 2 Characteristics
Gambling (where permitted)
Clickbait titles inducing type of titles
Titles that refer to a particular slide on the website
Titles with excessive punctuation
Body part closeups
Belly fat images
Photoshopped circles or arrows to focus a user's attention on one part of the picture
Thumbnails of people kissing
Thumbnails that are mildly suggestive
Thumbnails showing blood
Thumbnails containing weapons, drugs or cigarettes
Thumbnails that are scary, gross, alarming, grotesque, or shocking