JANUARY
Connection-type targeting (Wifi- Only Targeting)
You can now target users who use different connection types. The Wi-Fi Only setting lets you target users who are using Wi-Fi when they see your ad on the Taboola platform.
By-Hour Reporting
You can now view hourly data for a given advertiser or campaign in your Campaign Summary in Backstage. This new report aggregates performance data according to the time of the impression.
Tracking Multiple Server-to-Server (S2S) Conversions
Advertisers can now track Multiple Server-to-Server (S2S) Conversions in Backstage. S2S allows advertisers to track conversions for mobile apps and add data insights for their campaigns beyond just the install such as in-app purchases or in-app subscriptions.
FEBRUARY
Mandatory Campaign Objective Field in API
As of February 18th, the Campaign Objective field in your set-up will become mandatory, giving you more visibility into which campaigns are working for you.
CRM Lookalike based off Mobile Advertising ID
Create lookalike audiences based off of uploaded mobile advertising IDs.
Target and Suppress uploaded CRM Files in Backstage
You can now target an anonymized CRM file in Backstage! When an advertiser uploads their first party data (ex. CRM list), the audience(s) will now appear under ‘My Audiences’ for targeting and suppression.
MARCH
Sunsetting Old Taboola Pixel
Effective April 1st, we will no longer support the old pixel in Pixel Management. With the new pixel, you’ll be able to measure across your marketing funnel, build custom audiences for easy targeting, maximize Smart Bid performance and find conversions lost through Intelligent Tracking Prevention (ITP).
APRIL
Campaign Name Tracking Macro
We’ve created a new {campaign_name} macro for your usage in any of the following tracking fields: ‘Tracking Code, Verification Pixel URL and Item URL.These are macros that can be added under any URL parameter to pass back certain information from Taboola into your analytics reporting platform, giving you more insight into performance with multiple data points.
MAY
Retargeting Improvements
With the recent technical improvements made to our retargeting features, Taboola Retargeting dramatically increases sales and conversions by providing you with the tools to easily re-engage your site visitors, active customers, and new prospects.
JUNE
Viewable Metrics
To provide advertisers with insights across the user journey, viewable impressions, CTR, and CPM will be added to Backstage reports. Looking at various tabs of Campaign Summary -- such as By-Site or By-Platform -- advertisers will be able to see more meaningful variance between the performance of sites, platforms, geos, etc., and optimize accordingly.
Dynamic Bid Strategy
This feature simplifies campaign optimization needs to either reduce or increase the baseline bid according to the results of the campaign.
Lowest Cost Bidding
Lowest Cost bidding guarantees your campaigns win impressions at lower costs. This should Lower CPAs and increase reliability for Smart Bid campaigns.
Creative Expedition
With the Creative Expedition feature, in your Top Campaign Content, you will be able to boost and select the publishers you would like to test your great creatives on. Use this feature to guarantee a fair test that provides enough data quickly to understand the value of your creatives.
JULY
Auto Email Hashing For CRM Lookalike
Advertisers have a new option to upload normal, non-hashed, emails into Backstage when creating a Customer File audience. Taboola will hash the emails without saving the emails on our servers. You will still have the option to upload hashed emails if you prefer. Learn more about this update.
Improved Campaign Duplication
In addition to copying all general campaign settings, the campaign duplication feature will now automatically copy any by-site optimizations as well as the content review status of any creatives. This should allow for immediate scale for these new campaigns. Learn more about campaign duplication here.
AUGUST
5-digit US ZIP Code Lookalike Targeting
Expand your targeting pool by uploading 5-digit US ZIP Codes into the Taboola Platform for lookalike targeting. Once processed, we will generate a new lookalike audience based on the ZIP code file you provided. Learn more about 5-digit US ZIP Code lookalike targeting here.
Simplified Retargeting
You can automatically generate targetable audiences representing any conversions or site visits. If you have installed the Taboola Pixel, look for an audience named “All Site Visitors” in your Audiences tab of the Taboola platform. Learn more about Retargeting here.
Default Suppression at Account Level
Automatically suppress your campaigns from being served to people who have already converted. It’s easy to configure inside audience management in backstage. Edit a conversion-based audience and select “Exclude audience from all campaigns.” Learn more.
Bid By-Site Bid Adjustments w/ Smart Bid
Smart Bid makes adjustments to every impression bid based on the likelihood of conversion. Previously, manual by-site bid adjustments would override Smart Bid. Now, you can manually adjust site bids while still allowing Smart Bid to make dynamic CPC adjustments for impressions served on that site. Learn more about this update in our help center.
SEPTEMBER
Viewable Metrics
You can now see Viewable Impressions, Viewable CPM and Viewable CTR columns in your Campaign Summary Report. Viewability is based off MRC Standards and will provide a more accurate reflection of the performance of your Taboola ads. Learn more in our help center.
CRM- Based Conversions
Match CRM events to your ads with CRM-Based Conversions. These conversions represent the ability to match interactions from your site with metrics around who has engaged with your Taboola campaigns. Leveraging post-lead conversions allow you to measure how much your ads lead to real-world outcomes, including phone orders, bookings, and more. Learn more.
OCTOBER
Easily Implement Google Tag Manager with Taboola Pixel
Google Tag Manager (GTM) users can add Taboola’s base code, and the ability to build conversions and audiences at the click of a button - all you need to set up tracking is the Account ID. You can access the template in the Google community template gallery and learn more about the implementation process here.
Vertical Video
In an effort to enrich our Video for Awareness offering, we have included vertical video creatives as an option. Vertical video is a large video format (9:16, 1:1, and 4:5) best displayed on mobile Taboola Feed placements spanning the open web. Reach out to your account manager or check out the demo to learn more about how this new format can enhance your mobile presence.