To provide a positive experience for our users, Taboola uses campaign safety ratings which determine which campaign items and campaigns are acceptable across our publisher network.

Taboola has two safety ratings: Medium and High. If your campaign has a High 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 Medium rating, that means that your campaign is likely to have a  limited reach on a subset of publishers who accept Medium type campaigns.  No publishers accept a Low safety rating, and thus your content will be rejected

Before your campaign goes live, our team looks at every submitted campaign item and assigns the appropriate safety rating to each campaign.

To learn more about the content review process, see here.

Your campaign’s safety 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 safety level is set at the campaign level, and will be set to the highest possible rating in order to provide you with the most reach.  If you have both High-rated and Medium-rated creatives in your campaign, then we will rate the campaign High and we will reject any items that are only suitable to Medium-rated traffic.
 

Safety Ratings Overview

Below are some examples of campaign item characteristics that qualify as High or Medium. Please note that these lists are not exhaustive.